As a leader in the plant-based cheese category, Violife is on a mission to redefine dairy-free indulgence. Known for its creamy textures and bold flavors, the brand continues to push the boundaries of what’s possible in plant-based dairy, ensuring that consumers never have to compromise on taste, texture, or nourishment.
At Natural Products Expo West 2025, vegconomist sat down with Monica Bordin, Head of North America Commercial Operations at Violife, to discuss the brand’s latest innovations, how consumer expectations are evolving, and why clean-label ingredients and nourishment will define the future of plant-based dairy.
Let’s start with your latest campaign. Can you tell us about ‘Creamy Confessions’ and how it connects with consumers?
Absolutely! Violife has always been a brand that challenges norms and embraces bold, playful storytelling. Earlier this year, we launched Creamy Confessions, a campaign inspired by social listening insights around Valentine’s Day.
We noticed a huge conversation happening on social media about “situation-ships”— those undefined, in-between romantic relationships where people struggle with commitment. We immediately saw a parallel with dairy consumption. Many consumers love plant-based products but still find themselves going back to dairy, unsure if they can fully commit.
So we built a campaign that spoke directly to them: How do you break up with dairy and commit to a creamier alternative? This fun, engaging concept helped us position Violife’s cream cheese and new coffee creamers as the ultimate dairy-free upgrade.
How did you activate the campaign across different channels?
We know our audience is deeply engaged with social media and reality TV culture. So we partnered with influencers and TV personalities, including Amanda Cerny and cast members from The Real Housewives of Beverly Hills, to bring Creamy Confessions to life across Instagram, TikTok, and other digital platforms.
“The future is all about nourishment and transparency.”
The response was phenomenal — over a million views in the first week alone! At the same time, we supported the campaign with retail activations, launching our new coffee creamers in 2,000 Walmart stores and planning further grocery expansion later this year.
Consumers are looking to recreate the barista experience at home, so we’re positioning our coffee creamers as the perfect way to elevate their morning ritual. Whether it’s a café-style oat latte or a rich, dairy-free cappuccino, Violife is making it easier to enjoy plant-based indulgence every day.
How do you balance growth between retail and foodservice?
We see foodservice as more than just a sales channel — it’s also a brand experience. When consumers enjoy Violife in a restaurant, it helps build trust and encourages them to bring the product home.
That’s why we have a dedicated foodservice team working on restaurant partnerships and custom product development. Whether it’s a signature vegan pizza cheese or a dairy-free sauce formulation, we collaborate with chefs and foodservice operators to create products tailored for their needs.
This dual strategy — strong retail presence and premium foodservice collaborations — sets Violife apart in the plant-based dairy space.
Consumer expectations around plant-based dairy are evolving. What trends are shaping the future?
We’ve conducted extensive consumer research across different markets and found three key drivers of purchase behavior.
Taste: Consumers won’t compromise on flavor. Violife is obsessed with delivering indulgent, creamy, and delicious dairy-free alternatives.
Texture: Getting the melt, spread, and mouthfeel just right is critical for product adoption.
Nourishment: This is the next frontier. Consumers now expect functional benefits from their food, whether that’s gut health, added protein, or micronutrients.
At Violife, we never settle. We’re constantly improving our formulations, refining our ingredients, and ensuring our products deliver not just on taste and texture but also on nutrition.
There’s been a lot of discussion around ultra-processed foods in the plant-based meat category. Is this something you’re seeing in dairy alternatives as well?
It’s definitely a conversation happening across the industry. Consumers are paying closer attention to ingredient lists, and we see it as an opportunity.
We are on a journey to simplify our ingredient list while still delivering on performance. Our goal is to use fewer, recognizable ingredients that consumers trust. Violife is committed to clean-label innovation, and we’re already making strides in improving recipes without sacrificing taste or functionality.
You operate in multiple markets. Do consumer preferences differ between North America, Europe, and Latin America?
There are definitely regional nuances, but some things are universal. No matter the market, consumers prioritize taste, texture, and nourishment —that’s consistent across the board.
“We’re committed to leading the next wave of innovation.”
However, flavor preferences vary. A U.S. cheddar cheese profile is completely different from what consumers expect in the U.K. or Germany. That’s why we adapt our flavors and formats to suit each market’s needs. For example, in Europe, Emmental and Gouda-style cheeses are more popular, while in the U.S., we see strong demand for cheddar and cream cheese.
Violife recently introduced a bakeable plant-based cream cheese — a first in the industry. What led to this innovation?
Consumers love our spreadable cream cheese, but they were missing a bakeable version — something they could use for cheesecakes, sauces, and cooking applications. In conventional dairy, there’s a distinct difference between tub cream cheese for spreading and brick cream cheese for baking. That distinction didn’t exist in plant-based dairy — until now.
So we created the first-ever bakeable plant-based cream cheese, which melts beautifully and works across multiple applications. We even brought in Chef Lidia, our in-house culinary expert, to develop recipes like mac & cheese, Alfredo pasta, and classic cheesecake to show consumers how versatile it is.
Many brands at Expo West highlighted their sustainability efforts. What’s Violife doing in this space?
Sustainability is a core focus for us. We’ve already reduced packaging waste by 65%, and we’re working on further reducing plastic use while improving recyclability.
We’re also optimizing transport logistics to cut down on emissions — things like redesigning packaging to fit more units per shipment, reducing the number of trucks on the road. But beyond our own operations, we believe in industry-wide collaboration. As category leaders, we have a responsibility to push the entire industry forward and set a new standard for sustainable plant-based dairy.
Looking ahead, where do you see plant-based dairy in the next 3-5 years?
The future is all about nourishment and transparency. Consumers want products that taste great, have clean ingredients, and provide functional benefits. At Violife, we’re committed to leading this next wave of innovation — making plant-based dairy not just a great alternative, but the preferred choice for all consumers.
This article was provided by vegconomist guest author Nils Knoop. With nearly two decades of experience in marketing and brand-building, Nils Knoop has worked with global brands like Nike, Ben & Jerry’s, and Seventh Generation, specializing in impact storytelling and sustainability-driven campaigns. As co-founder of Apollonia and an advisor for HEYHO, he brings deep expertise in ethical branding and social impact.
