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BOURSIN® says bonjour to honest burgers in a flavoursome first

Boursin®, the No.1 Indulgence cheese brand[i], has announced a flavoursome first, with an exciting new premium burger restaurant brand partnership, as British burger brand Honest Burgers launch the ultimate Boursin burger!

Building on the success of last year’s summer campaign, which drove +9% value sales growth (vs 1YA[ii]), this year’s “We Summer, Oui Boursin” campaign continues to showcase how Boursin can be enjoyed all year round, with the Honest Burgers collaboration creating a spectacular summer special.

The flavoursome first from Boursin, already leading category growth (+24%[iii]), is set to showcase the sizzling sales opportunity to other foodservice caterers and providers who might also want to say ‘Bonjour’ to a bite of the action.

Launching ahead of National Burger Day (27th August), the collaboration will showcase versatility, inspiring new serving suggestions for the nation’s favourite Indulgence cheese. Driving consideration with a new, younger audience, the French-themed special will tap into Honest Burger’s engaged foodie fandom, making the limited-edition Boursin burger the most decadent dish on the menu.

Available across Honest Burgers nationwide, the special can be found in UK foodie hotspots including London, Brighton, Bristol, Manchester and Cardiff, with the limited-edition “Steak Frites” French-themed special available from the 4th – 31st August.

A bold move for Boursin, the delicious burger recipe features Boursin in its purest form, making the nation’s favourite Indulgence cheese the hero by amplifying its delicious creamy texture and bold flavour.

Followed with Honest Burgers’ chopped steak beef patty and smoked streaky bacon, which complements the garlic flavour of Boursin, the recipe taps into Boursin’s French heritage with green steak sauce, then topped with homemade shoestring fries and finished with red onions and pickles.   

Tom Barton, Honest Burgers co-founder said;

“The genius of steak frites is its simplicity. But the meat and potatoes must be top quality. At our Honest butchery, the beef is chopped, not minced, for a more natural texture that eats like a steak. Our guilty pleasure Boursin ups the decadence with a rich, garlicky hit, while homemade steak sauce (béarnaise cut with Dijon, thyme, parsley and chives) is fresh and sharp enough to cut through it all.”

Celina Leroyer, Boursin’s Senior Brand Manager says:

“With a shared passion for quality, taste and inspired flavour, and a highly engaged audience of food enthusiasts, Honest Burgers and Boursin make the perfect pairing. We’re incredibly excited by this partnership, creating the ultimate French burger with Honest Burgers, and can’t wait to taste the delicious recreation of the green béarnaise sauce alongside Boursin – it’s a culmination of French heritage in one amazing burger! The exciting collaboration showcases the opportunity Boursin presents for caterers, chefs and food service providers, whilst continuing our focus on consumers enjoying indulgent moments with Boursin all year round, driving distribution and satisfying sampling opportunities.”

The Boursin x Honest Burger collaboration launches in all Honest Burgers restaurants, collection and Deliveroo from 4th – 31st August 2020.

[i] IRI Grocery Multiples, 52 w/e 27th June 2020

[ii] AC Nielsen, Total UK, Boursin, 14 w/e 31.08.19

[iii] IRI Grocery Multiples, 52 w/e 27th June 2020

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