Indulgent cheese brand Boursin® is launching a brand-new addition to its iconic range with the launch of Boursin Blue Cheese Flavour, boasting all the creaminess of Boursin, with just a hint of blue cheese flavour.
The latest extension to Boursin’s versatile portfolio offers an accessible introduction to the category for blue cheese avoiders with its mild, but indulgent, creamy taste and natural blue flavouring. And for the already blue lovers, a versatile format that can be used to elevate a host of culinary occasions and dishes that traditional blue cheese products can’t.
Boursin Blue Cheese Flavour lands as blue and flavoured cheeses are trending. In fact, the number of people trying blue cheese has risen +16% vs a year ago while online searches and social media mentions for blue cheeses – particularly on TikTok, are also on the rise. In response, brands are treating shoppers to more blue cheese NPD, which has increased +79% vs a year ago.
“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. 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,” says Anna Petsi, senior brand manager at Boursin, adding: “Boursin Blue Cheese Flavour has phenomenal consumer research results – both in concept and recipe. 81% liked its taste intensity with its taste scoring 8.8 out of 10. 62% told us they would buy it in addition to their usual speciality cheese, and 69% of medium/heavy Boursin buyers told us it fits very well with the brand.”
As a brand already celebrated for its flavour and format innovation, Boursin Blue Cheese Flavour will fit perfectly into relaxed, family and friends’ social occasions offering a more inclusive cheese board option, while also appealing to much wider usage occasions as an ingredient that elevates pasta and risotto dishes, sauces, dips and dressings.
Adds Anna: “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. 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.”
Boursin Blue Cheese Flavour launches first in Sainsbury’s followed by Morrisons in September and Waitrose in November, 150g with an RRP of £2.95.
