Boursin has unveiled a new range, Boursin Inspiration, in bid to attract a new younger audience to the cheese brand.
The range launches with two flavours, Boursin Inspiration India and Boursin Inspiration Mexico.
Both will be available to retailers in cases of 6 x 125g tubs with an RSP of £2.20 after an initial Waitrose-exclusive roll out.
The launch is supported by a wider marketing campaign that includes shopper marketing, promotions and experiential activity.
With the same smooth and creamy texture as Boursin Velvety, Boursin Inspiration India features curry, ginger, lemongrass, turmeric and cardamom, whilst Boursin Inspiration Mexico is enriched with red pepper, red Jalapeno, tomato, garlic and smoked chilli.
Celina Leroyer, Boursin’s Senior Brand Manager, commented: “With a clear consumer interest in bold and exotic flavours, the launch of Boursin Inspiration creates a big opportunity for retailers to attract new and light users. Our new Inspiration range highlights our continued focus on consumers enjoying indulgent moments with Boursin all year round.”
