Boursin launches Hot Cheese Bites


Boursin®, the No.1 Indulgence Cheese brand, has entered bold new territory, launching its first ever range of hot cheese, Boursin® Hot Cheese Bites. 

Bringing a hot and flavoursome twist to the UK’s favourite Indulgence cheese, with Boursin already No.1 for ‘Spontaneous Awareness and cited by consumers as a trusted brand, with a top ranking ‘Has a superior taste’ score, Boursin Hot Cheese Bites is set to unlock incremental sales when launched this October.

Fitting for a variety of occasions, from a formal party nibble to a casual meal accompaniment or snack, Boursin Hot Cheese Bites feature Boursin paired with delicate vegetables, coated in a thin crunchy crust made with roasted seeds. The flavoursome new range launches with two variants, Boursin Hot Cheese Bites with Red Pepper and Boursin Hot Cheese Bites with Mushroom, chosen following their strong flavour rankings in consumer research.

Suitable for vegetarians, with no artificial flavours or colours, the launch taps into emerging trends, catering toward flexitarians as well as the overall shift towards ‘assembled’ evening meals, especially with families. Offering convenience for both snacking and nibbling occasions, and daily meals, Boursin Hot Cheese Bites also meet the needs of the growing number of consumers looking for practicality, seeking filling (+23%) and easy to prepare (+19%) options. 

The brand’s first range of hot cheese, Boursin Hot Cheese Bites can be cooked in the oven or straight in the pan, taking less than ten minutes to prepare. 

Celina Leroyer, Senior Brand Manager at Boursin says: “With a clear consumer interest in practical yet tasty options, the launch of Boursin Hot Cheese Bites creates big opportunity for retailers to attract new and light users. Highlighting our continued focus on consumers enjoying indulgent moments with Boursin all year round, Hot Bites offers a hot version of the Boursin consumers know and love, with a warming and delicious twist. Pairing the delightfully smooth and creamy texture of Boursin with an added dose of flavour, Boursin Hot Cheese Bites with Red Pepper features Boursin cheese with red pepper coated in a flaxseed and herb crust, whilst Boursin Hot Cheese Bites with Mushroom comprises of Boursin cheese with mushroom coated in a sunflower seed and parsley crust.” 

The Boursin Hot Cheese Bites range launches in Asda in October 2021 and Morrisons in November, with Boursin Hot Cheese Bites with Red Pepper available in Tesco from mid-November. The two flavour variants are available to retailers nationwide in a convenient 150g format featuring six bites of 25g each.

To support the launch, a wider marketing campaign including shopper marketing with a mix of in-store and online activations to drive awareness at point of purchase, promotions, PR, influencer and sampling will further cement Boursin’s role as a category signpost, beacon brand and must-stock for retailers wishing to get their share of sales.  

Supplied to retailers in cases of 6 units per case with an RRSP of £3, retailers should stock up now to get their share of the sales.