Lactalis UK is claiming a market first with a single-slice format for French Brie cheese under the Président brand.
It has taken the company three years to develop ‘breathable’ packaging, which keeps the Brie fresh and reasonably hard in order to stop the slices sticking together. The new Président Brie slices (rsp: £1.49 for six slices/125g) will go into Waitrose, Nisa and Sainsbury in mid-September.
The new Brie format follows the launch of Président Emmental slices, which were launched into all the major multiples in July 2001.
“Sliced cheese is the main driver in the exceptional growth of convenience cheese,” said product manager Renée Milkop. “So the opportunity to develop flavourful formats in this segment is fantastic.”
Lactalis is also launching Président Emmental Light slices (rsp: £1.99 for 10 slices/200g) into Waitrose and Nisa.