Bel Group is set to discontinue its plant-based cheese brand Nurishh by year-end, citing challenges in achieving profitability within the dairy alternative sector.
In conjunction with this decision, the France-based dairy powerhouse, known for its Babybel and The Laughing Cow cheese brands, will also shut down its Saint-Nazaire production facility, leading to job losses for approximately 30 employees.
A Bel spokesperson shared insights regarding the 2020 acquisition of a majority stake in All In Foods of Saint-Nazaire, which produces plant-based cheeses and sauces under the Nature & Moi brand.
“Despite the commitment and hard work of all teams over the past five years, along with significant investments made with All in Foods, Nurishh has not been able to establish a profitable and sustainable business,” the spokesperson explained.
“Currently, Nurishh constitutes just 1% of the plant-based retail market while our main competitor commands 22%. Failing to secure a distinct market position has hindered our ability to attract new consumers,” the spokesperson added.
The competitor was later identified as Violife, a Greece-based firm acquired by Upfield Group in the Netherlands since 2019.
As clarified by the Bel spokesperson, Nurishh products are available in France, the US, the UK, and Belgium. This range features alternatives such as grated and sliced cheeses, feta-style cubes, and a cheese variety called Coeur Fleuri.
The products primarily include coconut or sunflower seed oil, free from soy, palm oil, or gluten, and utilize natural flavorings and colorings, as indicated on the group’s website.
Despite the decision to phase out the Nurishh brand, Bel remains committed to the plant-based category, stating that “plant-based remains a key pillar of our strategy.”
The spokesperson emphasized that the group will now concentrate “resources on our core brands, Babybel, The Laughing Cow, and Boursin.”
Future initiatives by Bel include launching a new plant-based Boursin in France and Europe, introducing new “flavors” of Babybel plant-based products, and enhancing the development of The Laughing Cow plant-based offerings in North America, the spokesperson further noted.
Regarding the Saint-Nazaire employees, the spokesperson affirmed: “We commit to implementing all solutions to support the involved people, to offer internal reassignment or support for external options, in line with our group values.”
“These employees will be eligible for internal reassignments to other sites within the group in France and, if necessary, measures will be taken to facilitate their external reassignment.”
In November, the cheese giant announced collaborative efforts with fellow French food group Avril to develop plant-based products that “match the taste, texture, and natural appeal consumers demand.”
In October, Britannia Bel Foods, a joint venture between Britannia Industries and Bel Group, opened a cheese factory in Maharashtra, India, dedicated to producing The Laughing Cow brand.
