The move comes as Lactalis looks to cement Président’s position as the leading French cheese brand on the UK market.
The new product launch follows on from the 12.4% value growth and 4% volume growth seen by Président Brie in December 2024 compared with the same period in 2023.
Président Camembert also registered promising value growth of 18.6% and volume growth of 22% in December 2024 compared to the previous year, outperforming the wider soft cheese market and pointing to a growing consumer appetite for soft cheeses during the festive period.
By unveiling its innovative spreadable creamy truffle brie, Lactalis is looking to tap into “rising demand for premium flavours and versatile formats”, by creating a new Christmas cheeseboard favourite.
“Brie and Camembert are at the heart of British Christmas celebrations. Whether baked, paired with chutneys or enjoyed as part of a cheeseboard, they embody the sense of indulgence people look for at this time of year,” said Héloise Le Norcy-Trott, group marketing director for Lactalis UK & Ireland.
“Each Christmas we see these soft cheeses rise to the top, driven by shoppers seeking quality, versatility and that special festive touch. Président Brie and Camembert continue to lead the category in both value and volume, and remain firm favourites with consumers nationwide.
Le Norcy-Trott added: “Truffle continues to grow as a festive flavour trend, particularly as consumers trade up over Christmas. Our new Spreadable Creamy Brie with Truffle delivers a luxurious yet accessible option, perfect for entertaining, gifting, or adding a restaurant-style finish to home cooking.
“Retailers who plan ahead and spotlight their Brie and Camembert ranges, while complementing them with premium additions like Dolcelatte and Président Spray Cream, will be best placed to capture festive demand. With consumer confidence returning and indulgence high on the agenda, this year’s Christmas season looks particularly strong for dairy.”
The dairy giant has also highlighted the milder blue cheese Galbani Dolcelatte as one “to watch” over the festive period.
Lactalis’ ambitious festive push into new formats comes hot on the heels of its acquisition of New Zealand-based dairy co-operative Fonterra, whose integrated global businesses are worth an estimated £2.4 billion in sales.
Present in over 50 markets around the globe and employing an estimated 85,000 people, France-based Lactalis also owns household cheese brands Galbani, Parnalat and Leerdammer.
