Bel Group, although 150 years old, demonstrates that it is not anchored in the past. The French cheese giant has become the first cheesemaker to incorporate Perfect Day’s animal-free dairy proteins into a product, unveiling the Nurishh Incredible Dairy cream cheese spread on January 1, 2023. Additionally, Bel is set to introduce a plant-based variant of its renowned The Laughing Cow cheese wedges in Whole Foods stores across the country, fulfilling its commitment to offer plant-based options for all of its well-known cheese brands.
Florian Decaux, the plant-based acceleration director for Bel Brands USA, emphasized that the company’s innovative approach is integral to its “For All, For Good” corporate identity. Bel strives to develop products that cater to consumers’ needs regarding taste, ingredients, and sustainability. To achieve this, the company collaborates with innovators like Perfect Day. “We believe that together we can effectively leverage innovative technology to create a groundbreaking product that can meet—and even surpass—traditional cheeses,” Decaux remarked. This aligns with Bel’s mission to redefine consumer expectations regarding alternative dairy and cheese options.
Nurishh Incredible Dairy Spread is the first dairy product under the Nurishh brand, which focuses on plant-based alternatives. Since it incorporates Perfect Day’s whey proteins, derived from precision fermentation rather than animals, it offers a more sustainable choice compared to conventional dairy cheese. Furthermore, the product is lactose-free. Decaux noted that the decision to create a cream cheese utilizing Perfect Day’s proteins was due to whey’s superior performance in spreadable applications. The Nurishh Incredible Dairy Spread boasts a texture and flavor akin to traditional cream cheese, fulfilling consumer demand for animal-free alternatives. It is set to launch at Kroger stores next year in Original, Strawberry, and Chive & Onion flavors.
After nearly two years of research and development, Bel is also rolling out The Laughing Cow Plant-Based wedges, primarily made with almond milk. Decaux described this product as a testament to Bel’s extensive experience in cheesemaking, as the company has worked diligently to replicate the creamy and tangy essence of its classic wedges. The plant-based wedges will be available in Garlic & Herb and Original varieties. While Bel has a significant presence in numerous countries and is a major player in the European cheese market, the plant-based Laughing Cow is making its debut in the United States. Decaux mentioned that considerable effort was invested to ensure the cheese meets the taste preferences of American consumers.
Sales of Bel’s plant-based products have surpassed expectations, with retail interest doubling the company’s forecasts. Decaux stated that consumer trial rates for Bel’s offerings are outperforming the wider category. Looking ahead, Decaux indicated that more innovations are on the horizon. In September, Bel Group acquired an equity stake in Standing Ovation, a French company utilizing precision fermentation to produce animal-free casein. In October, Bel announced an exclusive partnership with Standing Ovation for cheese applications. Casein proteins, which naturally occur in milk, are responsible for cheese’s characteristic stretch.
Standing Ovation has yet to launch any products that have received regulatory approval. The company announced that a portion of its 12 million euro ($11.8 million) Series A funding, which concluded in September, would be allocated to initiate the regulatory process. Upon the announcement of the partnership, Standing Ovation’s co-founders Frédéric Pâques and Romain Chayot expressed their ambition to expedite the market introduction of their products with wide distribution.
Although Decaux could not disclose specific details about upcoming releases from the partnership, he acknowledged that the collaboration is driven by consumer demand for cheese alternatives made without animal products. Bel is also collaborating with Superbrewed Food, a protein ingredient company, to develop cheese products using their unique ingredient. Superbrewed’s ingredient aims to enhance plant protein as a more efficient and nutritious source while offering postbiotic benefits. While Decaux did not provide a timeline for product launches stemming from the Superbrewed partnership, the company has indicated that its proteins will be available in the first half of 2023.
Bel plans to continue working with partners to create innovative products that will invigorate the cheese segment. However, Decaux emphasized that the goal isn’t simply to be different for its own sake. “It’s not about dairy. It’s not about plant-based. It’s not about alternative offerings,” he stated. “It’s about providing better food for our consumers.” Furthermore, discussions around calcium citrate versus calcium carbonate in the context of cheese and dairy alternatives are becoming increasingly relevant as consumers seek healthier options that align with their dietary needs.