Bel Group has announced plans to discontinue its plant-based cheese brand, Nurishh, by the end of 2025. The decision comes after the company faced challenges in making the product line profitable, despite ongoing efforts and significant investment in the venture.
“We want to reaffirm that plant-based remains a key pillar of our strategy”
Launched in 2021, Nurishh was an attempt by the company to enter the growing plant-based cheese market. However, the brand has struggled to gain substantial market share. Currently, Nurishh holds just 1% of the plant-based cheese segment in retail, while, according to the company, its primary competitor controls 22% of the market.
As part of the closure, Bel Group will also shut down its Saint-Nazaire production site, which is expected to affect around 30 employees.
Inability to establish a profitable business model
A spokesperson for Bel Group cited several factors behind the decision to withdraw the brand. They told vegconomist that despite investments and collaboration with All in Foods, the company did not manage to establish a profitable and sustainable business model for Nurishh. The spokesperson noted that the company failed to differentiate the product enough to secure widespread consumer adoption or shelf space at retail outlets.
“We want to reaffirm that plant-based remains a key pillar of our strategy. We plan to focus our resources on our core brands, Babybel, The Laughing Cow and Boursin, notably with a new innovation roadmap (the launch of a new plant-based Boursin in France and Europe, the launch of new flavors of Babybel plant-based, and supporting the development of TLC plant-based in North America,” stated the spokesperson.
