Boursin is dipping its toe into the non-dairy cheese category for the first time with a Plant-Based Garlic & Herbs alternative.
The NPD, said to be inspired by the original Boursin recipe, was created after the brand spotted a gap “for specialty options” in the burgeoning plant-based segment.
It will launch exclusively in Sainsbury’s in December before rolling out to other retailers nationwide from February 2022.
Made from sunflower oil, the spreadable SKU (rsp: £3/130g) combines “intense garlic, fragrant parsley and chive” flavours, the Bel UK-owned brand said.
“Boursin Plant-Based delivers the delicious Boursin-inspired taste consumers know and love, without compromising on indulgence and delicious flavour,” Boursin senior brand manager Célina Leroyer claimed.
To support the launch, an integrated awareness-raising PR campaign, including a mix of shopper in-store and online activations, will run.
The NPD comes after Scottish vegan cheese brand Sheese unveiled a dairy-free hot cheese bake in September.
In the same month, Boursin also launched a pair of Hot Cheese Bites, combining vegetables with Boursin’s cheese, coated in a thin crunchy crust made with roasted seeds.
The NPD follows a move into hot cheeses by Lactalis last year, with the launch of Président Brie Bakes and Seriously Cheese Nuggets.
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