Lactalis UK & Ireland is rolling out a new brie from its Président brand following a successful trial in Ocado, which saw 14% of product sales being incremental to the category.
Président Extra Creamy Brie (RRP of £2.95) comes in a distinctive oval tub and is made from a special recipe that ensures it is creamy when cold and even creamier baked. The brand stated that the new line would appeal to consumers looking for an authentic French Brie with an indulgent creamy texture.
Héloïse Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, said: “Our latest launch for the Président brand taps into new usage occasions and has already been proven to drive frequency of purchase, and incremental sales, with its versatility in hot and cold dishes. We are especially proud of this recipe that melts perfectly for an extra-creamy indulgence when baked.
“Président Extra Creamy Brie will also appeal to consumers looking for everyday pleasures amidst ongoing cost pressures. With more people opting for ‘big nights in’ and indulging in cheese, Président Extra Creamy Brie offers an affordable yet luxurious option for at home consumption with friends and family.”
Président is performing well in the wider cheese market and is growing 12% in value year on year.
NAM Implications:
- This roll-out is striking in that the variant was tested in Ocado.
- i.e. a low profile online test, making it less obvious to rivals…
- …allowing the brand to identify 14% incremental sales to the category as an endorsement for roll-out.
- Watch this space…
