Boursin enters frozen and chilled with first UK range at Iceland

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Boursin is moving beyond its core cheese range for the first time in the UK, launching a new collection of frozen and chilled products exclusively with Iceland and The Food Warehouse.

The range, developed in partnership with Food Brands Now, brings Boursin's signature Garlic & Herb flavour into new meal and snacking occasions, spanning party food, potatoes and vegetables.

Launching in stores from 6 October, the initial range comprises six frozen products: Boursin 8 Pack Garlic & Herb Vol Au Vents, Boursin 4 Pack Ham & Cheese Crowns, Boursin 8 Pack Cheese Bites, Boursin Mashed Potato Bake, Boursin Garlic & Herb Cauliflower Cheese and Boursin Garlic & Herb Potato Gratin.

A further two products will join the range later in the year, with Boursin 6 Pack Hash Brown Cups scheduled for November and a Boursin Chilled Grazing Platter due to launch in December.

The expansion represents a significant move for the cheese brand, taking its established flavour profile into categories beyond its traditional product offering and into formats designed for sharing, entertaining and everyday meals.

The launch also comes ahead of the key Christmas trading period, positioning the range around demand for premium and convenient food for festive gatherings.

Ollie Richmond, marketing manager for Boursin, said: “By bringing our iconic Garlic & Herb flavour to premium party food, potato and vegetable dishes, we're creating exciting new ways for shoppers to enjoy Boursin at some of life's most enjoyable moments, from festive gatherings to everyday meals.”

Food Brands Now's sales & licensing director Oliver Gilding said the brand's existing consumer recognition provided a platform for expansion into new categories.

“The flavour profile is already hugely loved and trusted by consumers, which gives us a fantastic platform for innovation,” he said.

“We saw an opportunity to take everything shoppers love about Boursin and apply it to categories that perform exceptionally well during the festive season.”

The launch gives Iceland shoppers a range of Boursin-branded options across the frozen aisle, from party food and sharing products through to potato and vegetable accompaniments.

All frozen products will be available at £4.50 each, or two for £8, exclusively at Iceland and The Food Warehouse.