Daiya Hosts 90s-Themed Pop-Up to Promote Dairy-Free Pizza in NYC

Daiya, a dairy-free cheese leader, organized a 90s-themed pop-up event in NYC called "Crustbuster" to promote its dairy-free pizza offerings. The event attracted over 500 attendees, including food influencers and local comedians, and aimed to address the company's identified obstacle of "FOMOO" or fear of missing out on dairy. Daiya showcased its revamped pizza line made with the Daiya Oat Cream Blend, claiming it replicates the taste and texture of traditional dairy-based pizzas.

The event featured VHS-inspired decor and pizza-themed movie parodies, offering guests the chance to sample different pizza slices. This event is part of Daiya's marketing efforts to reposition dairy-free products as mainstream choices. John Kelly, the company's chief marketing officer, emphasized that Crustbuster was proof that dairy-free pizza can be just as satisfying as its dairy counterpart, aiming to change consumer attitudes towards dairy-free options in an engaging way.