Le Brie Visual V2

Source: Lactalis McLelland

The new SKU is designed to appeal to adult snackers

Lactalis McLelland has expanded French dairy brand Président’s snacking cheese lineup with the launch of a mini brie portions net.

Containing five individually wrapped cheese portions in a net, Président Brie Minis will go on sale later this month in Waitrose stores nationwide (rsp: £2), and was designed to appeal to shoppers looking for a new format for the adult lunch box occasion, Lactalis said.

The product joins Président’s existing soft cheese mini selection, which contains the brand’s brie, camembert and rondelé cheeses and was launched into Tesco last year.

Président brie was “bucking the category trend and showing strong value and volume sales growth of 10% and 9.9% respectively [IRI major multiples 52 w/e 5 January 2019],” said Lactalis McLelland sales director Mike Chatters.

“We are confident the new Président Brie Minis will be a hit with consumers looking to try brie in an exciting and convenient new format, ultimately making it more accessible.”

The launch comes as the cheese snack segment enjoyed an 8.7% increase in value sales last year, with volumes up 7.2% [Kantar Worldpanel 52 w/e 12 August 2018] as the category expanded from its traditional heartland of children’s lunchboxes into the adult market.

Read more: Cheese snacks reach maturity – cheese category report 2018