Boursin is expanding its range with the launch of Blue Cheese Flavour.
The latest extension to Boursin’s portfolio is said to offer an accessible introduction to the category for blue cheese avoiders with its mild flavouring.
Boursin Blue Cheese Flavour lands as blue and flavoured cheeses are trending. 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.
Anna Petsi, Senior Brand Manager at Boursin, commented: “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.
“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.”
She continued: “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 has launched first in Sainsbury’s, followed by Morrisons later this month, and Waitrose in November (RRP of £2.95 – 150g).
