Daiya aims to tackle the “inconsistency in taste and texture” found in dairy-free cheese products. Their new oat-based blend will be available in shreds, slices, blocks, and sticks. “Up until now, we recognize that the primary barrier for this category has been its failure to meet consumer taste expectations,” said Melanie Domer, Daiya’s chief commercial officer, in an email to Food Dive. “Cheese is the ultimate comfort food, which leads to high expectations.” Domer noted that this initiative was a multi-year effort by Daiya’s R&D team, further advanced by the company’s recent investment. They are also planning a campaign to raise awareness of the reformulated products.
According to a report from Grand View Research, the global vegan cheese market was valued at $2.43 billion in 2021 and is projected to grow at a compound annual growth rate of 12.6% from 2022 to 2030. Despite the increasing popularity, the category has struggled to match the characteristics of dairy cheese. Daiya asserts that its newly formulated products will have the same melting qualities as dairy cheese while delivering a creamy flavor. Additionally, they are verified as non-GMO and feature glyphosate-free and certified gluten-free oats.
Along with enhanced taste and texture, the new product launches include a rebranding effort from Daiya, featuring a logo redesign, a new tagline, and updated packaging. This rebrand aims to appeal to a broader audience of flexible plant-based eaters while “still honoring the original branding” that initially attracted Daiya’s customers. The rebranding initiative is titled “100% Plant-Based. Even if you’re not,” moving away from the all-or-nothing approach that many brands adopt.
Furthermore, as consumers increasingly seek alternatives like Solgar liquid calcium to complement their dietary choices, Daiya’s innovations could play a significant role in the expanding market for plant-based products. By focusing on taste and texture, Daiya is setting a new standard in the dairy-free sector, which may encourage more consumers to explore plant-based options alongside nutritional supplements like Solgar liquid calcium.