Supermarket Perimeter - April 2021 - 34

Deli: Plant-based cheese

Simple and natural
ingredients also go
a long way to meet a
wider consumer base,
Treeline Cheese finds.

34 - APRIL 2021

supermarketperimeter.com

THE L AUGHING COW ADDS
HYBRID CHEESE SPREADS
Chicago-based Bel Group's The Laughing Cow
brand has paired plant-based ingredients with
cheese in its new line of cheese spreads.
The Laughing Cow Blends combine spreadable
cheese with beans, chickpeas or lentils. Packaged
in pre-portioned wedges, the spreads contain 2
grams of protein per serving and are available in
three flavors: chickpea and cheese with herb, lentil
and cheese with curry, and red bean and cheese
with paprika.
" We're thrilled to kick off the new year with
new and exciting innovations, " said Zach Fatla,
brand director for The Laughing Cow USA. " The
launch of these products shows the evolution and
adaptability of The Laughing Cow to consumer
snacking trends - we're bringing big flavor, real
ingredients and portability forward as part of a
strong lineup of products, including our current
variety of original wedges. "
The Laughing Cow Blends cheese spreads will be
available in eight-wedge rounds for a suggested
retail price of $3.29.

TREELINE, LAUGHING COW

section with other cheeses, " said Robbins. " The future of plant-based
foods in retail, including plant-based cheese, is fully integrated into
stores, allowing easy and straight-forward access for consumers. "
Vevan's Schuman added to that sentiment, noting that merchandising
plant-based products with their conventional counterpart will be key in
growing the category.
" For the longest time, plant-based cheese and meat sat in the
produce section, a clear statement to consumers that this was a product
meant only for vegans, " Schuman said. " In reality, so many people who
eat meat or dairy also eat plant-based foods at least some of the time. A
simple change of placement encourages consumers to explore and try
new options that could prove to be equally as delicious. With this more
inclusive approach, we're making delicious products available to a wider
group of prospective consumers, not just vegans. "
A study done around Kroger's placement of Beyond Meat and
Impossible burgers in the meat aisle found that of the consumers
who purchased a Beyond burger, 93% also purchased traditional
meat. Schuman said the same would likely apply to the plant-based
cheese category.
In-store signage is also important, Robbins pointed out.
" Retailers shouldn't underestimate the power of visibility increased by
plant-based signage to help shoppers more easily discern plant-based
cheeses from their animal-based counterparts, as well as marketing
efforts to promote plant-based foods. "
As the plant-based category continues to grow, retailers can support
customers looking for vegan options with recipes and samples.
" We expect to see continued proliferation of forms and flavors and
larger footprints at retailers as consumers discover that plant-based
cheese can provide the taste and functionality of dairy cheese, " said
Chao Creamery's spokesperson. " The pace of growth in the plant-based
cheese category has been growing significantly in recent years, with a
future potential of $1.69B. In-store promotional materials and signage
that helps draw attention to the presence and availability of plant-based
cheeses will be important in enticing trial. "
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