Lactalis UK & Ireland is set to reinvigorate the cream cheese category with the launch of Président Whipped Cream Cheese – a premium proposition designed to attract new shoppers through its distinctive whipped texture and rich, indulgent flavour.
Marking Président’s first move into the cream cheese category in the UK, the launch represents a strategic step in expanding the brand’s presence across everyday dairy, bringing its French heritage and premium positioning into a new area of the chilled fixture.
Available in a 125g resealable pot, the product will sit within the cream cheese fixture, offering consumers a clear trade-up opportunity – a more indulgent alternative designed to stand out on shelf and appeal to both new and existing shoppers.
Made in France, and finished with French sea salt, Président Whipped Cream Cheese delivers a richer, more indulgent taste profile. It is also perfectly suited to simple, everyday use – whether spread on bagels and toast or served as a dip alongside crackers and crudités, making it ideal for occasions from quick snacks to informal entertaining.
As shoppers continue to look for accessible ways to upgrade everyday meals, products that combine familiarity with a clear point of difference are helping to drive engagement and value growth in the category.
Héloïse Le Norcy-Trott, Group Marketing Director at Lactalis UK & Ireland, said: “Cream cheese is a well-established staple, but there is a clear opportunity to unlock further value through premiumisation and differentiation, particularly as consumers look for new and easy ways to elevate everyday meals.
“Président Whipped Cream Cheese brings something genuinely new to the fixture, with its distinctive whipped texture and rich flavour. We see strong potential to drive trade-up, recruit new shoppers into the category, and offer retailers a compelling point of difference that supports value growth.”
The launch will be supported by a targeted programme of in-store and online activation, including fixture signage, POS and digital media, designed to drive visibility and inspire usage.
Président Whipped Cream Cheese will be available in Waitrose, Morrisons and Ocado from 20 April, with an RRP of £2.10.
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