Boursin debuts new Boursin Crumbles innovation in the US

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Bel’s Boursin cheese brand has debuted a brand-new product innovation in the US, Boursin Crumbles, available in two flavour varieties.

The product is designed for ease and versatility, featuring crumbly pieces of Boursin’s classic, rich-flavoured creamy cheese in a convenient resealable tub format. They can be added to numerous meals such as breakfast egg dishes, salad lunches or even tacos.

Boursin is launching its new Crumbles innovation in Garlic & Fine Herbs flavour, and Caramelised Onion & Herbs flavour, aiming to help consumers add a ‘gourmet touch’ to everyday dishes.

Garlic & Fine Herbs is the cheese brand’s most popular flavour, well-loved by consumers in the brand’s original round cheese format. It is made with Boursin’s signature blend of garlic, parsley and mild chives.

The second variety, Caramelised Onion & Herbs, features a savoury blend of cheese, onions and herbs, a flavour that gained popularity during a limited release in 2021, prompting its addition to the brand’s year-round line-up.

Katie Herrmann, Boursin’s brand director, said: “Whether entertaining for a large group or cooking for one, Boursin Crumbles will empower people to effortlessly elevate their meals – bringing the distinct flavour and texture of Boursin to any recipe with a simple sprinkle”.

Boursin Crumbles are now available at select retailers across the US including Publix, Albertsons, Sprouts and Hannaford, with more availability to follow, for an MSRP of $5.99.