Elevating Culinary Experiences

With over 23 years of experience in the Food & Beverage industry, Marie-Eve Robert has been at the helm of driving innovation for Bel Group, including Boursin, a brand beloved worldwide for its irresistibly creamy and flavourful taste. Passionate about food trends and technological advancements, Marie-Eve and her marketing team are dedicated to shaping how Boursin continues to surprise and delight its consumers while staying deeply connected to its rich heritage.

1. What does innovation mean to you?

Innovation means to focus on creativity, refinement, and consumer-centric ideas to elevate the experience, values, and uniqueness of a product. For Boursin it means creating products or experiences that resonate with evolving consumer needs and desires like:

Flavor Exploration: Introducing bold, tasty and surprising mix of flavours that are currently trending.

Versatility: Developing new formats—like spreads, cooking sauces, or snackable versions of Boursin—to enhance usability and accessibility in everyday meals.

It also means reimagining tradition with a modern twist—delivering exceptional taste while integrating creativity, technology, and cultural relevance into everything we do. At its core, innovation isn’t just about being different; it’s about being better and continuously enhancing how our products enrich people’s lives.

2. How does your team generate new ideas? What emerging consumer behaviours or lifestyle trends are you most influenced by in the food space?

Our team thrives in a culture of collaboration and curiosity. Every idea starts by listening to our consumers—whether it’s their demand for convenience, unique flavors, or sustainability. We’re especially inspired by shifts toward premium indulgence, and the desire for health-conscious yet delicious foods. We host regular brainstorming sessions, monitor global food trends, and even partner with chefs like Laurent Dagenais to push culinary boundaries.

3. How does a brand with such rich history and longevity like Boursin continue to stay fresh, relevant, and connected to today’s consumers?

Staying fresh starts with staying true to what people love about Boursin: its unmistakable and irresistible taste and high quality. From there, we innovate by adapting to modern tastes and trends, whether it’s through creating new trending flavours, or launching interactive events like La Petite Fenêtre Boursin to build emotional connections. Being relevant also means embracing technological trends, like integrating AI tools to better understand consumer needs.

4. What inspired the idea behind the brand's recent La Petite Fenêtre Boursin activation? How did the collaboration with Chef Laurent Dagenais come about?

The idea was born from our desire to bring Boursin’s irresistible flavor to life in a way that engages the senses beyond the product itself. La Petite Fenêtre Boursin, inspired by Europe’s famed wine windows, was designed as an innovative tasting experience, blending culinary artistry and local culture. Chef Laurent Dagenais was the perfect partner because of his creativity, passion for food, and ability to capture the attention of food lovers across Canada but also because of its tongue-in-cheek personality reminding Boursin historical irreverence. His expertise elevated the activation into an unforgettable sensory experience and is tongue in cheek personal

5. Why were Toronto and Montreal chosen for this activation, and how does local culture influence the experience in each city?

Toronto and Montreal are vibrant culinary hubs, each offering dynamic food scenes and diverse audiences. Montreal’s deep connection to French heritage makes it a natural home for Boursin’s story, while Toronto’s innovation-driven culture aligns perfectly with our brand mission. We adapted the activation to highlight the local flavors, vibes, and community spirit of each city, ensuring a personalized and memorable experience for every guest.

6. With AI technology increasingly shaping the Food and Beverage industry, is the Boursin team exploring or leveraging AI tools in its innovation process?

Absolutely. AI has become an indispensable tool for us in understanding trends, predicting consumer preferences, and speeding up product development. We use it to develop innovation concepts for consumer test research and for analyzing flavor trends to ensure our innovations align with what consumers crave most. While we’ll always rely on human creativity, AI enhances our ability to innovate with purpose and efficiency.

7. Looking to the future, how will Boursin continue to be a leader in innovation? Are there any upcoming product launches or activations fans of Boursin should be watching for in the coming months?

Boursin’s future lies in continuing to push boundaries both in product development and interactive experiences. Fans should watch for exciting collaborations that blend culinary, as well as new formats and flavors tailored to today’s evolving lifestyles. While we can’t reveal everything just yet, let’s just say 2025 and 2026 will be full of surprises that highlight Boursin’s commitment to flavor, creativity, and connecting meaningfully with its audiences. Follow our brand on @boursin_ca.