Lactalis Bets on Truffle Brie to Win Britain’s Christmas Cheeseboard
Lactalis UK & Ireland is looking to turn a familiar festive favourite into something a little more headline-worthy this season, unveiling Président Spreadable Creamy Brie with Truffle as it seeks to ride a growing UK appetite for French soft cheeses at Christmas.
The launch is designed to build on the momentum of Président’s soft cheese performance and further cement the brand’s position as a leading French cheese name in the United Kingdom.
A launch built on December momentum
The timing is no accident. Lactalis points to a strong December 2024 for its core soft cheese lines, with Président Brie posting 12.4% value growth and 4% volume growth versus the same period in 2023.
Meanwhile, Président Camembert delivered even sharper gains, recording 18.6% value growth and 22% volume growth year on year – results that outpaced the wider soft cheese market and signalled a growing seasonal pull towards indulgent formats.
For Lactalis, the new spreadable truffle brie is less a novelty for novelty’s sake, and more a strategic move: taking proven festive behaviours – cheeseboards, baked brie moments, pairing rituals – and packaging them into a more versatile, instantly-servable product aimed at premium shoppers and “host mode” households.
“Indulgence people look for at this time of year”
The group marketing director for Lactalis UK & Ireland, framed brie and camembert as staples of the British Christmas table – whether warmed and baked, matched with chutneys, or served as part of a cheeseboard – arguing they capture the sense of indulgence consumers actively seek during the festive period.
She also noted that, each Christmas, soft cheeses tend to “rise to the top” as shoppers prioritise quality, versatility and an extra-special seasonal touch.
Crucially, the business is positioning truffle as the flavour cue that helps shoppers justify trading up. Lactalis’ message is that truffle has become a recognisable festive signal – luxurious, familiar, and gifting-friendly – without requiring a restaurant booking.
The new product, it says, is intended to feel premium but still accessible, suitable for entertaining, presents, or adding a restaurant-style finish to home cooking.
Retailers, take note: range spotlighting and premium “plus-ones”
Alongside the product news, Lactalis is also making a clear play to retailers: plan early, give brie and camembert prominent visibility, and build basket value by pairing the classics with premium additions.
In Lactalis’ view, those who spotlight their soft cheese fixtures – and complement them with products such as Galbani Dolcelatte and Président Spray Cream – stand to capture the strongest uplift as festive entertaining ramps up.
The company has singled out Galbani Dolcelatte, a milder blue cheese, as one to watch over the festive period, signalling that the opportunity isn’t only in safe choices, but also in approachable premium alternatives that can sit confidently alongside the headline cheeses on a board.
Bigger ambitions behind the cheeseboard
This festive innovation also lands during a broader period of expansion for the French dairy group.
In 2025, Fonterra announced it had agreed the sale of its global consumer and associated businesses to Lactalis, with completion targeted for the first half of 2026 subject to conditions and approvals.
Globally, Lactalis positions itself as the world’s leading dairy group, operating across dozens of countries with a workforce of roughly 85,500 employees, and holding a portfolio that includes major brands such as Président, Galbani, Parmalat and Leerdammer.
Conclusion
For Lactalis UK & Ireland, Président Spreadable Creamy Brie with Truffle is a festive product with a very deliberate job: translate the proven Christmas pull of brie and camembert – backed by strong December 2024 growth – into a premium, versatile format that feels made for entertaining.
With truffle continuing to act as a reliable “trade-up” signal, and with retailers being encouraged to spotlight soft cheese ranges alongside premium companions like Dolcelatte and spray cream, Lactalis is clearly betting that indulgence will remain high on the UK agenda this Christmas – and it intends for Président to be front and centre of the cheeseboard moment.
News Credits: Lactalis launches spreadable truffle brie with aims to become festive fav
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