French dairy group Bel appears to be taking a strategic turn regarding its plant-based ambitions. The group is unexpectedly withdrawing its plant-based cheese alternative Nurishh from the market.
High ambitions
Bel, best known for its cheese brands such as La Vache Qui Rit, Boursin and Babybel, is discontinuing its plant-based brand Nurishh after four years. The company is also closing the plant in Saint-Nazaire, which employs about fifty people, French trade magazine LSA reports. The news comes as a surprise, as the group had invested in upgrading the brand only last year. Apparently, Nurishh failed to convince enough consumers in the countries where it was launched: besides France, Belgium, the United Kingdom and the United States.
