Boursin has launched a new campaign fronted by TV personality Fred Sirieix to promote its plant-based cheese alternative and challenge consumer preconceptions around dairy-free products.
The PR-led campaign centres on blind taste tests, where participants sampled Boursin Plant-Based without knowing it was non-dairy. The results showed that most couldn’t tell the difference, highlighting the product’s potential to appeal beyond the traditional plant-based audience.
The campaign draws on research revealing that while 65% of UK consumers claim to be adventurous eaters, six in 10 admit to rejecting foods they’ve never tried. Boursin aims to close this gap by letting taste lead the conversation.
The campaign supports Boursin’s wider strategy to reposition itself as a year-round entertaining essential, moving beyond its seasonal cheese board reputation. It follows the brand’s recent packaging refresh and continued investment in category innovation.
