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Boursin is bringing the hot honey trend to the indulgent cheese fixture with the launch of a limited-edition Hot Honey & Roasted Garlic variant, arriving in UK stores from 16 September.
The new 150g SKU combines sweet honey and warming chilli with roasted garlic and Boursin’s signature creamy cheese, creating a sweet-and-spicy profile aimed at consumers seeking bolder flavour combinations.
The launch comes as Boursin continues to perform strongly within the indulgent cheese category. The brand claims the No.1 position in the UK and is currently the category’s leading contributor to both value and volume growth year to date, with value sales up 12.3% and volume up 14.6%.
The timing of the launch is also significant, with the autumn and Christmas period representing a key sales opportunity for indulgent cheese. According to Boursin, almost 30% of annual indulgent cheese sales take place during the final eight weeks of the year.
Hot Honey & Roasted Garlic has been positioned around sharing and entertaining occasions, with Boursin highlighting its suitability for cheeseboards, grazing occasions and serving with crackers or warm, crusty bread.
The cheese can also be used in recipes, giving retailers an opportunity to position the limited-edition product beyond traditional sharing occasions and encourage additional purchases during the autumn and festive period.
Ollie Richmond, marketing manager at Boursin, said: “Hot honey is a flavour combination that has gained significant momentum, so we saw a clear opportunity to bring that sweet-meets-heat profile into indulgent cheese in a way that feels unmistakably Boursin."
The launch will form part of Boursin’s wider programme of seasonal innovation ahead of Christmas, with the brand also planning new seasonal formats and limited-edition festive packaging intended to increase visibility both in-store and during entertaining occasions.
Boursin Hot Honey & Roasted Garlic will launch in UK stores from 16 September in a 150g format and will be available for a limited time.
