Vegan brand Sheese re-launches with major new look and recipe

Sheese, one of the first brands to market a plant-based alternative to cheese in the UK, has unveiled a complete re-brand across its range.

One of the first dairy-free and vegan brands, owners Bute Island Foods have re-launched the entire Sheese range under a new look and feel.

Focused on making dairy-free alternatives to cheese taste and behave more like its dairy counterparts, Sheese has also refined its recipe to further improve meltability and browning under heat.

Rolling out from late April, the new branding has been designed to enhance shelf stand out and reflect Sheese’s strong taste and meltability credentials.

Underpinned by a new logo, the contemporary design uses a bold, bright colour palette tailored to each product variant, brought together with a distinct orange to signal key cheese sensory cues.

The incorporation of the Bute Island Foods logo also serves as a seal of approval that dairy-free consumers will recognise, affirming the quality and expertise behind the brand, while proudly highlighting its Scottish heritage.

Bute Island Foods will be rolling out a shopper campaign to support the re-launch, with further communications activity planned later in the year.

Al Flynn, brand lead at Sheese, commented: “Sheese has a wonderfully loyal consumer base who have bought our products for many years. We have earned their trust thanks to our heritage as a true pioneer in the category, with a portfolio of great-tasting products.

“The time is right to invest in the brand and we have worked hard to create a fresh look which is eye-catching on shelf. The message to consumers is the reassurance that there is no compromise with Sheese. It is a range that fully indulges the senses – a vegan alternative to cheese that is as close to the real thing as you can get.”

“Small changes have been made to the recipe to fine-tune elements that enhance the experience. Taste is critical, but we also know how important it is to get the functionality right and Sheese will now brown and melt better than ever before, to get as close to the dairy experience as possible.”

Sheese, which can be found on the menus of some of the UK’s biggest restaurant chains, is rolling out the new products and packs across its popular Grated, Sliced, Block and Bake SKUs in Sainsbury’s, Ocado, Waitrose and Asda. The brand was founded in 1988 by a group of passionate vegans and was purchased by Saputo Inc. in 2021.

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