Boursin®, the No.1 Indulgence cheese brand[i], has launched a bold-new flavour-filled range, Boursin® Inspiration. Bringing an adventurous and flavoursome twist to the UK’s favourite Indulgence cheese. Already leading category growth (+15%[ii]), the new range is set to unlock incremental sales by attracting a new younger audience to the iconic brand when launched this April.
A bold move for Boursin, the vibrant new additions have been designed to cater to growing consumer demand for sensory experiences, world cuisine, taste and flavours. With one in five Brits eating more spicy food than five years ago[iii] and 11% having at least one Mexican occasion in the average week[iv], the insight driven innovation behind the launch of the first two flavours, Boursin Inspiration India and Boursin Inspiration Mexico, is clear.
Celina Leroyer, Boursin’s Senior Brand Manager says: “Now more than ever, allowing consumers to be transported through taste adventures to experience world cuisine and flavours from the comfort of home is key. With a clear consumer interest in bold and exotic flavours, the launch of Boursin Inspiration creates big opportunity for retailers to attract new and light users. Our new Inspiration range highlights our continued focus on consumers enjoying indulgent moments with Boursin all year round. With the same delightfully smooth and creamy texture as Boursin Velvety, plus an added dose of bold flavour, Boursin Inspiration India features curry, ginger, lemongrass, turmeric and cardamom, whilst Boursin Inspiration Mexico is enriched with red pepper, red Jalapeño, tomato, garlic and smoked chilli.”
Boursin Inspiration launches exclusively in Waitrose from April 2020 and will then be available to retailers nationwide in a convenient 125g tub format and two flavour variants.
To support the launch, a wider marketing campaign including shopper marketing, promotions and experiential will further cement Boursin’s role as a category signpost, beacon brand and must-stock for retailers wishing to get their spread of the sales.
Supplied to retailers in cases of 6 with an RRP of £2.20, the 100% recyclable eye-catching tub has been designed to preserve the fresh and indulgent taste of Boursin Inspiration, making it perfect for dipping, sharing and elevating savoury snacking.
[i] IRI, Grocery Multiples, 52 w/e 07.03.20
[ii] IRI, Grocery Multiples, 52 w/e 07.03.20
[iii] Waitrose Food & Drink Report 2019
[iv] Waitrose Food & Drink Report 2019