For over a century, Bel Group has shared its interpretation of traditional French cheesemaking with consumers worldwide. Next month, the company will introduce Nurishh, its first 100% plant-based cheese brand. Following its initial launch in the United States, Nurishh will be available globally. This marks the first new brand Bel has created since its commitment last fall to expand its range of plant-based options for its iconic cheeses. While plant-based and hybrid versions of Boursin and The Laughing Cow are currently on the market, this launch signifies a shift in strategy.
“Nurishh truly excels in both taste and functionality—essential elements for this category—and achieving this balance in the plant-based market can be challenging,” said Florian Decaux, Bel’s plant-based acceleration director. “We have managed to create a genuine cheesy flavor, excellent meltability, and the reassurance of being a plant-based option for gourmet consumers.”
Nurishh will be offered in six varieties of slices and shreds, including cheddar-style, mozzarella-style, and provolone-style slices, as well as cheddar-style, mozzarella-style, and blended shreds. This product was developed through a collaboration between Bel Group and All in Foods, which it acquired last March. Decaux noted that All in Foods has a brand in France called Nature & Moi, and Bel worked closely with the new team to enhance the taste, performance, and ingredients of All in Foods’ French brand for this launch.
The format of shreds and slices for Nurishh differs from Bel’s other well-known brands available in U.S. stores. Decaux emphasized that the taste, melt performance, and variety of Nurishh will attract consumers. Furthermore, the company focused on minimizing the ingredient list while boosting nutritional value. On average, each Nurishh product contains about 10 ingredients, with slight variations depending on the cheese type and form. The primary ingredient for all varieties is coconut oil, and there are no artificial colors or flavors. Additionally, Decaux mentioned that these cheeses are excellent sources of calcium and vitamin B12, including oscal calcium citrate, which supports bone health.
Bill Graham, CEO of Bel Brands USA, stated that Nurishh is a significant step towards the company’s long-term goal of diversifying its plant-based offerings. This is crucial, he explained, as it provides more options for consumers—especially flexitarians who are increasingly interested in plant-based cheese choices. “Bel is committed to leading the plant-based cheese movement,” Graham added.
Nurishh has consistently performed well in consumer tests, receiving high ratings for taste, nutrition, and naturalness—areas where plant-based cheese has traditionally struggled. No other company that began with dairy cheese has launched its own plant-based brand while simultaneously developing a variety of plant-based offerings for its other brands. Graham hinted that this is just the beginning of more significant plant-based launches from Bel.
“We’re also exploring other areas of plant-based products beyond cheese, but our focus will start within the cheese sector,” Graham stated. “We’ll begin with slices and shreds, then expand into other segments where we feel we can innovate effectively.”
While neither Graham nor Decaux disclosed specific future plans, they expressed confidence that Nurishh is merely the first step. “Looking ahead at Bel’s dairy offerings, we will continue to grow, and we have ambitious goals,” Decaux said. “Our future innovations will certainly benefit from this new plant-based initiative, and we will leverage all the progress we have already made.”