Dive Brief:
- Lactalis is bringing its specialty cheeses and gourmet butters brand Président into the whipped cream category.
- The new Président French-Style Whipped Crème contains only high-quality ingredients and does not contain corn syrup, the company said. It is available in two variations, Original with Madagascar Vanilla and Extra Creamy.
- The debut builds upon a trend among food companies to introduce premium food and beverage offerings that contain recognizable ingredients.
Dive Insight:
Until 2017, Lactalis North America, a division of the 90-year-old French dairy company, had a minimal presence in the states, mainly through its popular shelf-stable milk brand Parmalat and President.
But six years ago, Lactalis purchased Stonyfield from Danone for $875 million, which gave the company a strong foothold in organic. Lactalis followed that in 2018 with the addition of Siggi’s, the New York-based maker of Icelandic-style yogurts using simple ingredients. The company then doubled down on its U.S. presence after it agreed to acquire products, including Breakstone’s and Knudsen, from Kraft Heinz a few years later.
Despite its purchase of new brands, Group Lactalis has not lost sight of its core offerings such as Président. The move to bring Président into whipped cream is a logical step for a brand known for its premier dairy offerings.
The global whipping cream market size was valued at nearly $6 billion in 2018 and was expected to grow at a compound annual growth rate of 8.1% from 2019 to 2025, according to the latest data from Grand View Research. The firm cited increased consumption of foods such as ice cream, cakes, milkshakes and cupcakes to be the primary factor in driving the product demand.
Président Whipped Crème joins a crowded category where companies like Conagra Brands through Reddi-wip and Kraft Heinz in Cool Whip have major presences. Lactalis is aiming to separate itself from these market leaders by embracing a slimmed-down ingredients list and eschewing corn syrup and that has been shunned in recent years by a growing number of consumers.
Cash-strapped shoppers also have shown a willingness to dole out more for premium items including pizza and sauces and spreads that give them added value while bringing the restaurant experience into their own homes. Lactalis noted that Président Whipped Crème can provide an “authentic restaurant-style experience right out of the can.”
