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Bel’s Boursin brand has added a new blue cheese-flavoured product to its range, responding to rising consumer interest in blue and flavoured cheeses.

The brand said the product boasts ‘all the creaminess’ of classic Boursin, with a hint of blue cheese flavour. It aims to offer an accessible introduction to the category for ‘blue cheese avoiders,’ thanks to its mild creamy taste and natural blue flavouring.

Meanwhile, existing blue cheese fans can enjoy the product’s versatile format across numerous culinary occasions and dishes, Boursin noted.

Nielsen data shows that the number of consumers trying blue cheese has risen by 16% compared to a year ago, while online searches and social media mentions for blue cheese are on the rise, particularly on TikTok.

Brands are launching more blue cheese NPD as a result, with these innovations increasing by 79% in the last year, according to Circana.

Anna Petsi, senior brand manager at Boursin, said: “Boursin Blue Cheese Flavour has phenomenal consumer research results – both in concept and recipe. 81% liked its taste intensity with its taste scoring 8.8 out of 10. 62% told us they would buy it in addition to their usual speciality cheese, and 69% of medium/heavy Boursin buyers told us it fits very well with the brand.”

Boursin Blue Cheese Flavour is designed with social occasions in mind, offering a more inclusive cheese board option while also appealing to much wider usage occasions as an ingredient that elevates pasta and risotto dishes, sauces, dips and dressings.

Petsi added: “We are breaking the mould with Boursin Blue Cheese Flavour, introducing blue cheese flavour to a whole new generation of consumers who were previously put off by the overpowering smell and taste of traditional blue cheeses”.

“Accessible, indulgent and deliciously versatile, it’s set to expand the flavoured cheese category and recruit new shoppers by creating a complementary reason to purchase for existing Boursin consumers, while also bringing new consumers to the brand.”

Boursin Blue Cheese Flavour has launched in Sainsbury’s and Morrisons, and will be followed by Waitrose in November, with an RRP of £2.95 per 150g.