Lactalis UK & Ireland has expanded its Président cheese lineup with the launch of Président A La Carte Crispy Bakes with Brie, the brand’s first move into the hot cheese category.
The NPD continues Lactalis’ drive to develop the hot cheese usage occasion after the launch by sister brand Seriously of its Cheese Nuggets last month, and Seriously Melting Pots in 2018.
Targeted at shoppers looking for alternative ways to enjoy brie and a quick, nutritious and easy meal solution, the Crispy Bakes go on sale this month in Waitrose and Ocado (rsp: £2.50/pack of six, 150g).
Wrapped in a puffed rice coating, the bakes were also suitable for vegetarians, Lactalis said, and (just like the Seriously nuggets) tapped into the growing big night in occasion and the increasing popularity of convenience foods.
With Président already the UK’s number one brie brand with £30m in sales last year, the bakes added “another dimension” to the range, said Lactalis UK & Ireland group marketing director Héloïse Le Norcy-Trott.
“We are confident that this exciting new launch will not only be a hit with consumers looking to try a hot brie product in a convenient format, but it will also support our long-term aim to become the number one Continental dairy brand in the UK.”