Artisan vegan cheese producer Honestly Tasty has acquired the brand of plant-based cheesemonger La Fauxmagerie for an undisclosed sum.
A new dedicated online shop will launch following the deal at lafauxmagerie.co.uk.
Honestly Tasty said it would carry La Fauxmagerie into a new chapter, driving product innovation and expanding availability.
“We’ve proudly been producing La Fauxmagerie cheeses for over a year now,” said Honestly Tasty founder Michael Moore.
“Taking full ownership means we can innovate, expand the range, and keep the exceptional quality and craftsmanship that people love.”
Honestly Tasty, which launched in 2018, has plans to introduce new cheeses to the La Fauxmagerie range.
Beth Moore, co-founder of Honestly Tasty, said: “We’re dedicated to bringing more choice, innovation and artisan quality to plant-based cheese fans everywhere. This acquisition is about nurturing La Fauxmagerie’s legacy while growing its reach for years to come.”
Honestly Tasty is listed by Ocado and is available in hundreds of independent stores across the UK. It is backed by the likes of Veg Capital and raised more than £300k from the crowd in 2023.
Founded in 2018 by sisters Charlotte and Rachel Stevens, La Fauxmagerie claimed to be the UK’s first plant-based cheesemonger. The brand’s cheeses are also available in Waitrose.
La Fauxmagerie was acquired by vegan pizzeria Purezza in late 2023, with the restaurant business taking a majority stake in the plant-based cheese seller. The store in London was closed as a result and a new deli was opened inside the Camden restaurant of Purezza.
The Stevens sisters are no longer involved in the business.
The deal to Honestly Tasty didn’t include the La Fauxmagerie website, with Lafauxmagerie.com set to become Saporia.com following the acquisition.
Purezza founder Tim Barclay added: “La Fauxmagerie’s store was pioneering, but Saporia takes things further, we’re not just a cheesemonger, we are a full marketplace that celebrates the best plant-based flavours from around the world. It’s broader, more exciting, and, ultimately, a better reflection of where the vegan food scene is heading.”
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