Lactalis is expanding the Président brand into the chilled cream aisle with a premium French crème fraîche aimed at British home cooks.
Président is entering the UK cream category for the first time with the launch of Rich & Thick French Crème Fraîche. The new product marks a strategic expansion for the French dairy brand, which is looking to strengthen its position beyond butter and cheese in the British retail market.
Lactalis UK & Ireland will roll out the 200ml resealable tub through Co-op stores from 23 March, with a recommended retail price of £1.55. The company believes the launch can challenge a cream category that is currently dominated by private-label products by offering shoppers a branded, premium alternative.
Produced in Normandy, the new crème fraîche is designed to stand out through its thick texture and heat stability. Unlike thinner products that can split during cooking, Président’s version is intended to remain smooth when added to curries, pasta sauces or desserts, giving consumers a more reliable and indulgent result.
The launch comes as UK consumers increasingly seek “affordable luxuries” and restaurant-quality ingredients for cooking at home. Lactalis said demand for richer, flavor-led dairy products is helping drive growth in the chilled dairy sector, creating an opportunity for premium cream products with a strong heritage story.
Président executives expect the new cream line to appeal to existing buyers of the brand’s butter and brie products while encouraging retailers to trade shoppers up from standard own-label offerings. The launch will be supported by in-store displays and recipe inspiration to build awareness and expand Président’s presence in the UK dairy aisle.
Source: Food & Drink Technology original article
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