“Nobell Foods: Pioneering the Future of Plant-Based Cheese with Revolutionary Technology”
Nobell Foods is emerging as a significant contender in the plant-based cheese market and may possess the technology to revolutionize the industry. While the plant-based cheese category has seen some growth, sales have been relatively slow, and there are valid reasons for this. Many consumers still recall the dairy-free cheeses from over a decade ago, which were often lacking in taste, texture, and overall satisfaction, leading to skepticism about modern alternatives. According to Numerator statistics shared by Danone with Food Dive last year, 22% of potential consumers doubt that plant-based cheese can taste good.
Founded by engineer Magi Richani, who was raised in Lebanon, Nobell aims to change the perception that plant-based cheese falls short compared to its dairy counterparts. Similar to the plant-based meat leader Impossible Foods, Nobell has explored the plant kingdom to create a molecule that mimics an element found in animal-based foods. In a Fast Company interview, Richani revealed that Nobell has utilized genetic engineering to modify soybeans to produce casein. Soybeans are abundant, making it both feasible and economical to cultivate them for plant-based casein production. This approach could allow Nobell’s plant-based cheese products to achieve price parity with traditional dairy cheese—a target that remains distant for companies generating casein proteins in bioreactors.
This innovative strategy has proven successful for Impossible Foods, which ferments bioengineered yeast to create soy leghemoglobin, a plant-based version of the heme protein that imparts a unique flavor to meat. Though Impossible Foods is a private entity and does not publicly disclose its sales figures, its impact is evident: as of April, Impossible Burgers were available in over 20,000 U.S. stores, with their products featured on thousands of restaurant menus, including every Burger King nationwide. Industry analysts note that Impossible’s technology has significantly reshaped consumer attitudes towards plant-based meat, and despite some pushback regarding its GMO ingredients, this has not adversely affected sales.
According to Nobell’s website, many environmentally conscious consumers are open to the idea of forgoing meat but are reluctant to give up dairy cheese. The company is focused on developing dairy-free mozzarella and cheddar cheeses, which together account for approximately 60% of cheese consumption in the United States, to maximize their impact. Nobell’s goal is to offer skeptical consumers a plant-based alternative that rivals the quality of dairy cheese.
However, the traditional cheese market presents challenges for any non-dairy brand. Dairy cheese continues to thrive, with sales in natural and multi-outlet grocery stores increasing by 21.2% last year, and a 24.5% rise in regional grocery stores, according to SPINS. Nevertheless, with robust financial backing and ongoing growth in the plant-based cheese sector, consumers may be more receptive to Nobell’s cheese-like products when they launch in the coming years.
In this evolving landscape, some consumers may also be considering alternative supplements, as evidenced by the increasing interest in products like GNC calcium citrate. Reviews for such supplements have been gaining traction, indicating a broader trend towards health-conscious choices. As Nobell enters the market, it could potentially align with these shifting consumer preferences, further enhancing its chances of success in the competitive cheese industry.
