The chilled cream section in the UK is set to receive an upscale French update this spring, as Président introduces its Rich & Thick French Crème Fraîche, making its debut in British kitchens.
Lactalis UK & Ireland has unveiled a strategic enhancement for its flagship brand, marking the introduction of Président Crème Fraîche as its inaugural fresh cream SKU in the UK market. Available from 23 March in Co-op locations, the 200ml resealable tub is priced at £1.55, aiming to challenge the current dominance of private-label products in this category.
Produced in Normandy, renowned for its dairy excellence, this new offering harnesses extensive experience to address a common culinary challenge: stability. Unlike lighter alternatives, Président’s Crème Fraîche features a luxurious, thick consistency that maintains its smoothness and stability when exposed to heat.
Whether used to enrich a spicy curry, incorporated into a creamy pasta sauce, or as a finishing touch on desserts, this product is designed to perform consistently under heat, delivering a sophisticated, creamy finish to both sweet and savory meals.
This launch comes at a time when consumers are increasingly seeking “affordable luxuries” to enhance their home-cooked dishes. With a growing number of individuals desiring premium ingredients to replicate dining out experiences, indulgent, flavor-rich dairy items are becoming pivotal in driving category growth.
“Président embodies quality, indulgence, and the essence of the French Good Life,” states Héloïse Le Norcy-Trott, group marketing director at Lactalis UK & Ireland. “With our Crème Fraîche, we’re applying that expertise to a new segment, providing consumers with an effortless way to add richness and flexibility to their cooking.”
By presenting a branded alternative to commonly found own-label products, Président offers retailers a valuable opportunity to encourage “trading up.” The product is anticipated to attract dedicated Président customers—familiar with its butter and brie—motivating them to keep this brand accessible for daily culinary needs.