Boursin VR Fridge Coaster Hits the Road

Boursin Oculus Rift VR

Boursin, the indulgent French cheese brand owned by Bel UK, is taking their virtual reality experience on a roadshow to UK food festivals and shows all summer.

Their latest sensory experience, the Boursin ‘Sensorium’, made its first appearance at Westfield Shepherds Bush mall last month and will be at the Foodies Festival Alexandra Palace, London from July 3-5.


The latest Boursin VR brand experience, launched in partnership with BEcause and Hammerhead VR, is designed to give consumers a full sensory experience with their products. Aside from the traditional product sampling of cheeses that consumers have grown used to seeing, Boursin ‘Sensorium’ asks participants to take a seat and slap on an Oculus Rift headset. In what looks to be an amazing ride, participants begin virtually exploring the contents of a fridge in a rollercoaster like visual ride. Soaring through a garlic forest and traversing the polar freezer of wine bottles, participants couldn’t help but smile and throw their hands up in the air.


The hope from Boursin is to not only showcase the variety of specialty cheeses and various flavors they have to offer, but let consumers experience more then just taste and smell with the brand. Stephen Gregory, Marking Director Bel UK, comments “At Bel UK we take pleasure seriously. So together with the BEcause team we have created a sensorial journey using leading edge technology that will elevate the senses in a truly immersive way as well as the brand’s indulgent status. As part of the campaign we will also be introducing the ultimate savoury treat: the Boursin perfect serve with Shallot & Chive and Black Pepper in miniature indulgent portions.”

You can jump on the coaster as well with your Oculus Rift DK2 at home by heading over to the Oculus Share store.


About the Scout

Jonathan Nafarrete

Jonathan Nafarrete is the co-founder and editor-in-chief of VRScout.

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