Boursin has partnered with Food Brands Now to launch a range of Boursin-branded chilled snacking and frozen products.
The range (rsp:£4.50) includes party food, potatoes and vegetables, and aims to bring the brand’s signature Garlic & Herb flavour to new meal occasions.
It will launch exclusively into Iceland and The Food Warehouse stores.
The launch has been timed with the start of the Christmas season, bringing flavours consumers “already know and love” in a “variety of convenient, crowd-pleasing formats designed for sharing, entertaining and elevating everyday meals”, according to Boursin and Food Brands Now.
Launching from 6 November are 8 Pack Garlic & Herb Vol Au Vents, 4 Pack Ham & Cheese Crowns, 8 Pack Cheese Bites, Mashed Potato Bake, Garlic & Herb Cauliflower Cheese and Garlic & Herb Potato Gratin.
The range will be joined by additional products before the end of the year including 6 Pack Hash Brown Cups, which will launch in November, and Chilled Grazing Platter in December.
“This launch is a significant milestone for Boursin, extending the brand into frozen and chilled for the first time in the UK,” said Ollie Richmond, marketing manager for Boursin. “By bringing our iconic Garlic & Herb flavour to premium party food, potato and vegetable dishes, we’re creating exciting new ways for shoppers to enjoy Boursin at some of life’s most enjoyable moments, from festive gatherings to everyday meals.”
Oliver Gilding, sales & licensing director of Food Brands Now, added: “The flavour profile is already hugely loved and trusted by consumers, which gives us a fantastic platform for innovation.
“We saw an opportunity to take everything shoppers love about Boursin and apply it to categories that perform exceptionally well during the festive season,” he added. “The result is a range that feels both familiar and completely new, bringing genuine excitement to the frozen aisle at exactly the right time of year.”
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