The UK’s chilled cream aisle is getting a premium French makeover this spring. For the first time, Président is expanding its portfolio with the launch of Rich & Thick French Crème Fraîche, bringing a touch of the “French Good Life” to everyday British cooking.
Lactalis UK & Ireland has announced a strategic move for its flagship brand, introducing Président Crème Fraîche as its first-ever fresh cream SKU in the UK. Launching in Co-op stores from 23 March, the 200ml resealable tub (RRP £1.55) aims to disrupt a category currently dominated by private-label options.
Crafted in Normandy, the heart of French dairy country, the new product leverages decades of expertise to solve a common kitchen headache: stability. Unlike thinner alternatives, Président’s Crème Fraîche boasts a rich, thick texture that stays smooth and stable when heated.
Whether it is being swirled into a spicy curry, blended into a pasta sauce, or dolloped onto a dessert, the product is designed to perform reliably under heat without splitting, offering a professional, creamy finish to both sweet and savoury dishes.
The launch arrives as consumers increasingly look for “affordable luxuries” to upgrade their home-cooked meals. With more people seeking higher-quality ingredients to replicate restaurant-style results, indulgent and flavour-led dairy products are now key drivers of category value.
“Président is synonymous with quality, indulgence, and the French Good Life,” says Héloïse Le Norcy-Trott, group marketing director at Lactalis UK & Ireland. “With our Crème Fraîche, we’re extending that expertise into a new part of the fixture, giving shoppers a simple way to add richness and versatility to everyday cooking.”
By offering a branded alternative to own-label staples, Président provides retailers with a clear opportunity for “trading up.” The product is expected to appeal to loyal Président fans — already familiar with the brand’s butter and brie — encouraging them to keep the brand in their fridge for daily use.
To ensure the launch hits the ground running, it will be supported by a suite of in-store activations, including POS displays and shopper education designed to inspire home cooks with new recipe ideas.
Dining and Cooking