Président adds a touch of luxury to cheeseboards with new spreadable Creamy Brie with Truffle

Lactalis UK & Ireland unveils indulgent festive innovation from the UK’s No.1 Brie brand 

Lactalis UK & Ireland, the leading global dairy company, is expanding its Président portfolio with the launch of spreadable Creamy Brie with Truffle. Combining the signature creaminess of Président Brie with the rich, aromatic flavour of real truffle, it’s set to bring excitement and a touch of luxury to the festive season.

Launching in December, the new Président Creamy Brie with Truffle (available in a 105g tub) marks the brand’s first-ever truffle product, offering consumers an accessible way to enjoy a restaurant-quality treat at home. It will be available exclusively via Ocado, with an RRP of £2.00.

With 83% of UK consumers associating truffle with luxury and indulgence^[i], the launch taps into the growing appetite for premium, seasonal flavours and the trend for affordable treats in convenient formats.

Heloise Le Norcy-Trott, Group Marketing Director at Lactalis UK & Ireland, said: “Président is synonymous with quality and enjoyment, and our new Creamy Brie with Truffle showcases how we’re continuing to innovate with flavours that excite shoppers and elevate the cheese aisle. Truffle remains one of the most in-demand flavours for consumers seeking a touch of luxury, especially at Christmas, and this launch gives retailers a simple way to drive trade-up and bring new interest to the soft cheese category online.”

The launch will be supported by online activity with Ocado, including digital banners and in-platform assets designed to drive awareness and inspire festive purchases.

The addition of Président Creamy Brie with Truffle strengthens Lactalis’ seasonal offering, building on the brand’s strong position in the soft cheese category and reinforcing its reputation as the UK’s number one Brie brand^[ii].