Winner: Violife Smoky Cheddar Flavour Slices
Cheese undoubtedly remains one of the trickiest areas for plant-based alternatives to tackle. But with this latest launch from Violife in February 2021, the brand proves itself a formidable operator in that part of market, with its Smoky Cheddar Flavour slices a great and flavourful alternative to the dairy version, even incorporating a fully-edible hickory-smoked ‘rind’ for the full sensation of traditional cheese. The smokiness cleverly taps into another big consumer trend too: BBQ-ing. Selling two times faster than the category average in the months after its launch, the versatile and on-trend cheese alternative has clearly fulfilled a need.
Our judges called these slices a great on-trend extension to an already-powerful vegan brand, with great packaging and strong smoky taste. They thought the NPD would even appeal to non-vegans.
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All the winners of The Grocer’s New Product Awards 2021
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The Grocer’s New Product Awards 2021: Vegan & Plant Based Dairy Alternatives