Président spreads festive cheer with luxurious Truffle Brie

Lactalis UK & Ireland is set to elevate festive cheeseboards with the launch of an indulgent new product from its leading Président portfolio: Creamy Brie with Truffle.

The launch, which hits shelves in December, marks a premium, yet accessible, innovation for the brand. The new spreadable soft cheese combines the renowned creaminess of Président Brie with the rich, aromatic flavour of real truffle.

The move by Lactalis taps directly into the consumer appetite for luxury and premium seasonal flavours, particularly during the Christmas period. Internal research cited by the company indicates that a significant 83% of UK consumers associate truffle with luxury and indulgence.

“Truffle remains one of the most in-demand flavours for consumers seeking a touch of luxury, especially at Christmas,” commented Heloise Le Norcy-Trott, group marketing director at Lactalis UK & Ireland. “Our new Creamy Brie with Truffle showcases how we’re continuing to innovate with flavours that excite shoppers and elevate the cheese aisle.”

This new 105g product is Président’s first-ever truffle offering, providing consumers with a convenient and affordable way to enjoy a “restaurant-quality treat at home.”

The Président Creamy Brie with Truffle will be available exclusively via Ocado starting in December, with a recommended retail price (RRP) of £2.00.

Lactalis UK & Ireland will support the launch with a targeted online campaign on Ocado, utilising digital banners and in-platform assets designed to build awareness and inspire seasonal purchases. The company hopes the innovation will encourage trade-up and bring new excitement to the online soft cheese category this holiday season.