Boursin has launched a limited-edition Hot Honey & Roasted Garlic Cheese, which comes as the business targets the viral hot honey trend.
The business said the SKU (rsp: £2.95/150g) combined “sweet honey” with “warming chilli” and “rich roasted garlic” to tap into growing consumer appetite for bold and adventurous combinations.
According to the brand, it can be served alongside crackers and bread and is designed for “grazing, sharing and entertaining occasions”.
It will be available at Sainsbury’s and Ocado from 14 September, Tesco from 5 October, Waitrose from 2 November and Asda from 16 November.
Marketing manager Ollie Richmond said the product offered “shoppers something genuinely different, while remaining incredibly versatile across the sharing and entertaining occasions where we know Boursin performs so strongly”.
“Hot honey is a flavour combination that has gained significant momentum, so we saw a clear opportunity to bring that sweet-meets-heat profile into indulgent cheese in a way that feels unmistakably Boursin,” he added.
The announcement comes after Boursin said Circana data showed it delivered 12.3% value and 14.6% volume growth in the year to 11 July. It also lands ahead of the autumn and festive trading period, where almost 30% of annual indulgent cheese sales take place, it added.
“Boursin is continuing to drive strong growth within indulgent cheese, with double-digit value and volume growth year to date, and innovation remains a really important part of how we continue to bring excitement to the category and give shoppers new reasons to buy into the brand,” said Richmond.
Boursin said the launch was part of a “strong pipeline of innovation” heading into the Christmas period.
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