Lactalis McLelland is set to launch a premium variant of its Président butter containing sea salt crystals.
The new product comes in resealable round tubs designed to keep the butter fresh in or out of the fridge and follows the successful rollout of the format across the US.
Unlike a typical spreadable, the butter sits on a flat dish, while the cloche-shaped lid gives it the feel of a butter dish. The format had been developed to create a product that could go from larder or fridge to serve at the dining table without the need to transfer onto a plate or butter dish.
Président’s 100% butter with “crunchy” sea salt crystals SKU is scheduled to roll out in Waitrose stores later this month (rsp: £2.50/250g).
Consumers praised the product for its softness, “indulgent taste experience” and “sensorial pleasure” during pre-launch testing, the brand said.
“Our Sea Salt Crystals Butter perfectly embodies the Président’s French heritage and expertise and delivers the quality and provenance consumers expect,” said Lactalis McLelland sales director Mike Chatters.
“We are hugely excited about this latest product development, which we believe will further drive salted butter growth.”
It comes in the middle of a £1.6m marketing push for the brand, which, alongside Lactalis McLelland cheddar brand Seriously has sponsored Channel 4’s Come Dine With Me during 2018. During the campaign, Président has seen value sales up 36%, while volume sales increased 15% [IRI, 52 w/e 23 June 2018].