Boursin goes 'beyond cheese' for the first time with new range at Iceland and Food Warehouse

Boursin has extended beyond its iconic cheese range for the first time in the UK with the launch of a new collection of frozen and chilled products, developed in partnership with Food Brands Now and available exclusively at Iceland and The Food Warehouse.

The launch, which arrived in stores from 6th October, brings Boursin's signature Garlic & Herb flavour profile to a range of premium party food, potato and vegetable products – positioning the brand at the heart of the festive season and beyond.

The Range

The initial launch includes 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.

Two further products will join the range later in the year. Boursin 6 Pack Hash Brown Cups are scheduled for November, followed by a Boursin Chilled Grazing Platter in December – timed to arrive ahead of the peak Christmas entertaining period.

All frozen products are priced at £4.50 each, with Iceland also offering a two-for-£8 promotion.

Credit: Boursin

A Milestone for the Brand

The launch represents the first time Boursin has moved beyond its core cheese products to create a broader food proposition in the UK market.

The range targets meal occasions including party food, side dishes and sharing, with the Garlic & Herb flavour providing a consistent thread across every product.

Ollie Richmond, Marketing Manager for Boursin, said: "This launch is a significant milestone for Boursin, extending the brand into frozen and chilled for the first time in the UK.

"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."

The Partnership

The range was created in collaboration with Food Brands Now, the UK's first dedicated food and drink brand licensing agency, which specialises in partnering leading consumer brands with retail and foodservice opportunities.

Oliver Gilding, Sales & Licensing Director at Food Brands Now, said: "Boursin is one of those truly iconic brands that enjoys exceptional consumer recognition and loyalty. What's particularly exciting about this launch is that it represents the first time the brand has moved beyond cheese to create a broader frozen food proposition.

"The flavour profile is already hugely loved and trusted by consumers, which gives us a fantastic platform for innovation. The result is a range that feels both familiar and completely new, bringing genuine excitement to the frozen aisle at exactly the right time of year."

The launch has been timed to coincide with the run-up to Christmas, targeting increased demand for premium, convenient food options during the festive period. The addition of the Chilled Grazing Platter in December extends the range into the chilled snacking category, complementing the frozen products with a sharing-focused option for entertaining.