Bel Group to Shutter Plant-Based Cheese Brand Nurishh After Failing to Turn A Profit

Bel Group has announced that it will discontinue its plant-based cheese brand Nurishh by the end of the year due to its failure to capture enough consumers and turn a profit. The French dairy giant attempted to diversify its plant-based business by acquiring the brand in 2021 but has since decided to close down its production factory in Saint-Nazaire and withdraw the brand's dairy-free cheeses from the market in 14 countries.

Despite efforts to refresh the brand and make it more appealing, Nurishh only represents 1% of the vegan cheese retail market, compared to its biggest competitor, Violife, which holds a 22% share. Bel Group will now focus on expanding its dairy-free offerings under its core brands while continuing to invest in vegan cheese through partnerships and research collaborations to meet its goal of generating 50% of sales from plant-based alternatives by 2050.