Bel Group To Discontinue Vegan Cheese Brand Nurishh

Bel Group has announced the discontinuation of its vegan cheese brand Nurishh by the end of the year, citing difficulties in making the brand profitable compared to competitors. The multinational acquired the production site in Saint-Nazaire, France in 2020, but will be closing it down, resulting in around 30 job losses.

Although Nurishh will be discontinued, Bel Group stated that plant-based products remain a key focus of their strategy. They plan to invest in R&D for authentic, fermented plant-based cheese, with a goal of generating 50 percent of their sales from plant-based products by 2050. The company will also focus on introducing plant-based options for their core brands such as Boursin, Laughing Cow, and Baybel.

Despite the challenges faced with Nurishh, Bel Group's commitment to plant-based products remains strong, and customers can expect to see new plant-based options from their core brands in the near future, such as a new plant-based Boursin for Europe and plant-based Laughing Cow products for North America.