Président whips up disruption in cream cheese

Président is making its debut in the UK cream cheese category with the launch of Président Whipped Cream Cheese, a premium, whipped‑texture alternative positioned to shake up a traditionally steady but undifferentiated fixture. The move marks an expansion for the French dairy brand as it brings its heritage and premium cues into a new everyday dairy segment.

Landing in a 125g resealable pot, the whipped format offers a clear point of difference on shelf, giving shoppers a more indulgent, trade‑up option within the cream cheese aisle. Made in France and finished with French sea salt, the product delivers a richer flavour profile and a lighter, aerated texture designed to elevate simple, everyday occasions.

The launch taps into a wider shift in consumer behaviour as shoppers look for accessible ways to upgrade everyday meals. With consumers increasingly seeking products that combine familiarity with a premium twist, Lactalis sees an opportunity to inject value growth into a category where innovation has been limited.

Président Whipped Cream Cheese is designed for versatility, suitable for spreading on bagels and toast, or served as a dip with crackers and crudités. Its positioning spans quick breakfasts, snacking and informal entertaining, broadening usage occasions and helping retailers drive incremental sales.

“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,” said Héloïse Le Norcy‑Trott, group marketing director at Lactalis UK & Ireland. “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 targeted in‑store and online activation, including fixture signage, POS and digital media, aimed at driving visibility and inspiring new usage occasions.

Président Whipped Cream Cheese will roll out in Waitrose, Morrisons and Ocado from 20 April, with an RRP of £2.10.