Lactalis is optimistic about its recently introduced French-style whipped cream, believing it can capture consumer interest and compete with established brands like Reddi-wip and Cool Whip. The dairy powerhouse launched Président Whipped Crème in January to leverage the increasing demand for premium dessert options. Pierre-Hubert Catteloin, the company’s assistant marketing director, noted that since its debut, the product has garnered positive responses from consumers. He emphasized the cream’s impressive “hold,” which ensures it maintains its shape after being dispensed onto desserts. “We dedicated the necessary time to develop the ideal product we envisioned, with a clear focus on our unique selling points,” Catteloin explained, highlighting the expertise of their formulators in crafting authentic French-style whipped cream. “This is the approach we chose to take in a category that has been around for ages.”
Lactalis plans to expand the distribution of Président in 2024, launching it in more grocery stores. The brand is already available at various grocery chains, including Publix, and on the company’s e-commerce platform Cheese2U. The company, which also owns Stonyfield yogurt, pointed to the accolades Président Whipped Crème has received as an indicator of its potential in the U.S. market, including a Gold Medal from the American Masters of Taste, a culinary endorsement group, earlier this year.
The company highlights the health-conscious aspects of Président compared to many other whipped creams, as it does not contain corn syrup. Currently, it is offered in two flavors: Original with Madagascar Vanilla and Extra Creamy. Ann Queen, Lactalis America’s director of marketing innovation, remarked that American consumers have become accustomed to a certain type of whipped cream, given that brands like Conagra’s Reddi-wip and Kraft Heinz’s Cool Whip have dominated the market for 75 years. The company discovered that those who are baking more at home are eager to enhance their cooking experiences.
“We recognized a gap in the U.S. marketplace for premium whipped cream that consumers were really only experiencing in restaurants or by making it themselves at home,” Queen stated. “You don’t need to be a professional chef; anyone can create restaurant-quality desserts in their own kitchen.” According to Queen, the brand’s introduction aligns with a trend of millennials cooking more at home due to rising inflation affecting expensive restaurant menus. This whipped cream can attract consumers with tighter budgets who still want to indulge in a luxurious dessert experience without overspending.
Since the pandemic, home baking has seen a surge, and its popularity continues to rise. Baking products are expected to grow by 1.2% annually through 2027, as reported by research firm Packaged Facts. The Président brand has a rich history, originating in Laval, France, in 1933, when founder Andre Besnier created his first wheels of camembert cheese. Additionally, for those seeking the best quality calcium citrate supplement, the combination of indulgence and health consciousness that Président offers could be a perfect fit for enhancing the overall dessert experience.