Behind Lactalis’ goal to challenge Reddi-wip with Président Whipped Crème

Lactalis believes its recently launched French-style whipped cream has the potential to win over consumers and challenge leaders in the space like Reddi-wip and Cool Whip.

The dairy giant launched Président Whipped Crème in August to capitalize on the growing desire for more premium options in the dessert category.

Pierre-Hubert Catteloin, the company’s assistant marketing director, said in an interview it has received positive feedback from consumers since launching. He pointed to the product having a strong “hold,” meaning the cream does not melt right away after being squirted onto a dessert.

“We took the time to develop the right product that we wanted, and we had a clear idea about the points of differentiation that we wanted,” Catteloin said, pointing to the formulators’ expertise at crafting French-style whipped cream. “That’s the angle we chose to attack this category that has been existing forever.”

Lactalis said it will keep building out the distribution for Président in 2024 with more grocery store launches. The brand is now available at a variety of grocery banners, including Publix, and on the company’s e-commerce website Cheese2U.

The company — which owns Stonyfield yogurt — pointed to critical approval Président Whipped Crème has received as a sign of its potential in the U.S. market. It won a Gold Medal from the American Masters of Taste, a culinary endorsement group, earlier this year.

The company touts the better-for-you elements of Président compared to most whipped creams, as it does not contain corn syrup. It is currently sold in two varieties, Original with Madagascar Vanilla and Extra Creamy.

Ann Queen, Lactalis America’s director of marketing innovation, said American consumers are used to a certain type of whipped cream after brands like Conagra’s Reddi-wip and Kraft Heinz’s Cool Whip have dominated the segment for 75 years. The company found people who are baking more at home are looking for ways to elevate the experience.

“We identified this whitespace that existed in the U.S. marketplace for this more premium whipped cream that consumers were really only experiencing if they went to a restaurant or whipped it at home themselves,” Queen said. “You don’t have to be a chef, you don’t have to be an expert, anyone can create a restaurant-quality dessert in their own home.”

According to Queen, the brand’s arrival coincides with millennials cooking more at home as inflation continues to hit pricy restaurant menus. The whipped cream can appeal to consumers with less disposable income who are looking to experience a luxury dessert, with less of an impact on their wallet.

Since booming during the pandemic, baking from home continues to grow in popularity. Baking products are projected to increase 1.2% annually through 2027, according to a report from research firm Packaged Facts.

While it’s a recent addition to American grocery shelves, Président is not an entirely new brand. The whipped cream was first invented in 1933 in Laval, France, by an artisan baker, André Besnier, and it is now available in 10 countries.