UK | Asda has launched an innovative range of camembert products new for 2024.
With Brits beginning to prepare their shopping lists ahead of Christmas, one festive staple sure to be on most households' lists is Camembert.
According to Google Trends data, searches for camembert peak annually between the 24th and 30th of December, proving that Britain has been gearing up for Christmas and New Year.
Jumping ahead of the trend, Asda has seen 114 percent year-on-year camembert sales growth and has launched a new range of products that offer a trendy twist on classic comfort foods.
Asda has also combined two of the nation’s favourite festive treats.
Bringing a festive edge to traditional pork pies, the Exceptional Melt in the Middle Camembert and Pork Pie, which can be served both hot and cold, has been crafted with a rich, oozing French camembert wheel centre and a seasoned blend of succulent British outdoor-bred pork, mouthwatering British gammon, and British smoked bacon bound with herbs and spices.
“Taking inspiration from high-end, trendy London restaurants, the melt-in-the-middle pie is a flavour fusion of everything Britain loves: cheese and pork pies, wrapped up in a truly indulgent rich hot water crust pastry that is lovingly hand-finished with pastry stars,” said Julie Harris-Hughes, Asda’s Product Development Manager for Pies.
“When heated, the cheese oozes from the centre, perfectly complimenting the juicy flavour of the premium pork cuts. Each bite brings unrivalled comfort and joy. We invest a lot of time into bringing customers innovative, trends-led products, which we have focused on with the indulgent range.”
For true camembert enthusiasts, Asda has also launched the Exceptional Pigs in Blankets Camembert Wreath, an ideal showstopper for hosting and sure to impress guests.
A wheel of creamy French camembert topped with rosemary sprigs at its centre surrounds pork cocktail sausages hand-wrapped in dry-cured oak-smoked streaky bacon, completing the wreath look. This grazing centrepiece comes with a sachet of hot honey for drizzling for those who want to add fiery sweetness.
The Exceptional Camembert and Chutney Pastry consists of a whole French camembert wheel delicately placed inside an all-butter pastry case and topped with rosemary and hot honey syrup. Designed to be eaten hot, the oozing centrepiece is another option for sharing. The camembert has a layer of fig, whisky, and honey chutney—Asda’s signature flavour this Christmas.
These hero products from the range play into the British iconic cuisine trend identified in Asda’s Trend Book 2024/25. They will be available in-store and online from the 5th of December.
