Lactalis UK & Ireland is injecting innovation into the dairy category with an exciting new product launch from Président, the UK’s number one brie brand. Président A La Carte Crispy Bakes with Brie represents the brand’s first entry into the hot cheese category and looks to provide consumers with a quick, nutritious and easy meal solution whilst enjoying Brie in another way. Président A La Carte Crispy Bakes with Brie will be available in Waitrose and Ocado from July.

Président A La Carte Crispy Bakes with Brie provide shoppers with the opportunity to add a delicious twist to their meals, whilst also inspiring them to be creative with Brie. The innovative new product is suitable for vegetarians and consumers looking for a protein alternative to meat that it is tasty and nutritious. It also offers retailers the opportunity to tap into two growing trends – the big night in occasion, as it offers consumers an enjoyable hot cheese product that can be enjoyed at home, and the increasing popularity of convenience foods. Each pack of Président A La Carte Crispy Bakes with Brie contains six delicious Bakes, which have a total weight of 150g and an RRP of £2.50.

As the UK’s number one brie brand, President has 26% of the market share[i] and is worth £30 million. Héloïse Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, explains: “Président A La Carte Crispy Bakes with Brie adds another dimension to the already popular President Brie range, which continues to be the market leader. We are confident that this exciting new launch will not only be a hit with consumers looking to try a hot Brie product in a convenient format, but it will also support our long term aim to become the No.1 Continental dairy brand in the UK.”

In other news, Président Goats Cheese Cubes, which launched into Waitrose stores in April and represents the brand’s first entry into the goat’s cheese category, has gained a new listing and will be available in Tesco stores from 6 July.

[i] Source: IRI YTD w.e 28th

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