Bel Group to Close Nurishh Plant-Based Cheese, Redirecting Efforts Toward Core Brands

Bel Group has decided to discontinue its plant-based cheese brand, Nurishh, by the end of 2025 due to challenges in making it profitable. Launched in 2021, Nurishh struggled to gain market share, holding just 1% of the plant-based cheese segment while its primary competitor controls 22%. The company will also close its Saint-Nazaire production site, affecting around 30 employees.

Despite investments and collaborations, Bel Group failed to establish a profitable business model for Nurishh. The company plans to focus its resources on its core brands like Babybel, The Laughing Cow, and Boursin. This includes launching a new plant-based Boursin in France and Europe, introducing new flavors of Babybel plant-based, and supporting the development of The Laughing Cow plant-based in North America.