Boursin has announced the launch of a Blue Cheese Flavour.
The new SKU is designed to be an accessible introduction to blue cheese.
Boursin Blue Cheese Flavour (rsp: £2.95/150g) had a “mild, but indulgent, creamy taste and natural blue flavouring”, the brand said.
It is set to launch first in Sainsbury’s, followed by Morrisons in September and Waitrose in November.
“Boursin is a real crowd-pleasing, great-tasting cheese and we wanted to make blue cheese flavour more palatable and accessible to a wider audience, so we conducted consumer research to better understand what consumers would expect from Boursin Blue Cheese Flavour,” said Anna Petsi, senior brand manager at Boursin.
“They told us they wanted Boursin’s creamy, unique texture to remain the same, but with a distinctive touch of blue cheese flavour, and we listened.”
The brand said the NPD had performed well with consumers, with 81% liking the taste intensity and 62% saying they would buy it in addition to their usual speciality cheese.
Meanwhile, 69% of medium/heavy Boursin buyers saying it would fit very well with the brand.
The launch comes as blue cheese has made a comeback with younger consumers following warnings that stilton and similar products were losing traction.
“We are breaking the mould with Boursin Blue Cheese Flavour, introducing blue cheese flavour to a whole new generation of consumers who were previously put off by the overpowering smell and taste of traditional blue cheeses,” added Petsi.
“Accessible, indulgent and deliciously versatile, it’s set to expand the flavoured cheese category and recruit new shoppers by creating a complementary reason to purchase for existing Boursin consumers, while also bringing new consumers to the brand.”
You can now secure your tickets to the New Product & Packaging Awards 2025!
Join us on 7 November at Wembley Stadium to celebrate the latest and greatest product and packaging innovations.
See this year’s finalists and book your seat here.
No comments yet