Just one year after launch, Nurishh, Bel’s first range of plant-based alternatives to cheese, is already a top three brand[i], leading category growth as the second biggest contributor to value sale gains[ii]. Expanding this delicious and highly versatile range, two new insight led innovations Plant-Based Garlic & Herbs Spread and the Gran Vegiano are set to drive further growth.
Designed to tap into the second biggest usage occasion in the alternative to cheese category, Italian dishes (+26% increase YOY[iii]), the all new Nurishh Gran Vegiano comes in a convenient pre-grated format, perfect for topping your favourite pasta dish or sprinkling onto a pizza. Nurishh Gran Vegiano is dairy free, lactose free, and only uses natural colours and flavourings. The plant-based alternative to Parmesan is rich in calcium and Vitamin B12 and has 50% less fat than some of the key competition[iv], catering to a more health-conscious[v] consumer.
With dairy alternatives to spreads being the second fastest growing segment after Indulgence, with +22.2% value sales growth[vi], also joining the range is the new Nurishh Plant Based Garlic & Herbs Spread. With a unique recipe based on sunflower seeds and bamboo fibre instead of the usual coconut oil, it offers a source of calcium, Vitamin B12, fibre and protein for consumers. Lending itself to a multitude of usage occasions, the Plant Based Garlic & Herbs Spread is perfect for adding to bread or a cracker for a quick snack, or as an addition to a snacking platter.
The new additions join the versatile, Vegan Society certified Nurishh range which includes a Plant Based Alternative to Camembert, Mozzarella Style Block, Cheddar & Mozzarella Style Grated Blend and Cheddar Style Slices. With dairy free alternatives to cheese growing faster than cheese[vii] and Nurishh leading category growth as the second biggest contributor to value sale gains[viii], the range expansion presents a significant sales opportunity for retailers, by unlocking new usage occasions.
Justine de Monès, Senior Brand Manager at Nurishh, says, “More than two thirds (68%) of British consumers are considering a transition to a plant-based diet[i], but taste can be a key barrier. Our delicious and versatile product range has been designed to change that, providing consumers with all the ingredients and inspiration to create great tasting plant-based dishes for every occasion. Not only will the expansive range help our retailer partners meet growing consumer demand, but it’s also a core part of our ambition to diversify with a greater focus on healthy snacking, keeping dairy at the heart of Bel UK as we also develop complementary fruit and plant-based options.”
Nurishh Gran Vegiano 150g, RSP £3.50 will be launching in ASDA from April and Co-op from May. Nurishh Plant Based Garlic & Herbs Spread 130g, RSP £2 will be launching in Waitrose from May.
[i] IRI, Value market share, MAT 26/02/2022 (excluding PL)
[ii] YTD 26/02/2022 vs YA, contributing to 21% of the value gains
[iii] Kantar Usage panel, Total Cheese, Top three dishes, 52w/e 27th December ‘20
[iv] As of 14/03.22, Nurishh has 10g fat / 100g, comparative to Follow Your Heart – Parmesan Style Grated Hard Vegan Cheese (142g) – The Vegan Kind Green Vie Green Vie Vegan Parveggio Italian Style Grated Cheese Alternative 100g – AlternativeStores.com
[v] Vitamin B12, as part of a healthy, balanced, and varied diet, contributes to the reduction of tiredness and fatigue
[vi] MAT 01/22/2022
[vii] IRI, value sales % change 2021 vs 2022 01/01/2022
[viii] YTD 26/02/2022 vs YA, contributing to 21% of the value gains
[i] https://theveganreview.com/two-thirds-uk-have-would-consider-vegan-diet-survey-upfield-plant-based/
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