Armored Fresh, a food tech company specializing in dairy-free cheese products, has reported considerable success for its first foodservice venture, Armored Grilled Cheese, located in Brooklyn’s Dekalb Market Hall.
Opened on October 14, 2024, the establishment has attracted a customer base that is 70% non-vegan and achieved a 24% repeat customer rate within its first month.
“It’s about more than just selling grilled cheese—it’s about redefining what’s possible”
Rudy Yoo, CEO and founder of Armored Fresh, stated, “These numbers are more than just data points; they’re a testament to Armored Fresh’s dedication and quality. We take immense pride in offering sandwiches that are not only reasonably priced but also so delicious that most people don’t even realize they’re zero dairy.”
The restaurant sold over 5,000 sandwiches during its initial month of operations, offering menu items such as the Original Grilled Cheese, Double Grilled Cheese, and a Kimchi Grilled Cheese variant.

Flexitarians as a key driver
The success of Armored Grilled Cheese reflects broader trends in the plant-based cheese market, which is projected to reach $8.62 billion globally by 2031, according to a new report by Meticulous Research. In terms of form, sliceable cheeses are anticipated to lead in growth, thanks to their convenience and suitability for quick meal preparation. This places Armored Fresh in a strong position, thanks to its range of plant-based cheese slices.
Key drivers of this growth include increasing demand from flexitarians—consumers who primarily eat animal-based products but actively seek plant-based alternatives. According to the Smart Protein Project, flexitarians represent nearly half of consumers in many countries and are the largest segment driving plant-based food purchases. By targeting this demographic, Armored Fresh positions itself as a leader in the accessible plant-based dining space.
Ethical, environmental, and health considerations are also fueling interest in plant-based options. Alternatives such as Armored Fresh’s cheese reduce greenhouse gas emissions and land use compared to traditional dairy products while catering to dietary restrictions, including lactose intolerance.

Redefining what’s possible
Armored Fresh’s dairy-free cheese is made with patented fermentation techniques, offering taste and texture comparable to dairy cheese. The company supplies these products to retailers such as Kroger, Fresh Thyme Market, and Fred Meyer, alongside foodservice outlets.
The company has signaled its intention to grow its restaurant division, aiming to make sustainable, dairy-free meals more accessible to a broader audience. As the plant-based cheese market evolves, the company seeks to capitalize on its early success with Armored Grilled Cheese and continue innovating to meet diverse consumer needs. In terms of form
Yoo continues, “At Armored Grilled Cheese, it’s about more than just selling grilled cheese—it’s about redefining what’s possible in the alternative food space and driving a transformation in the entire food industry.”