Bel Middle East launches Nurishh in the UAE: its first Plant-Based alternative to cheese
- Nurishh is the company’s first wholly plant-based brand
- Its range is certified plant-based, dairy and lactose-free, containing calcium and vitamin B12
- Nurishh aims to encourage consumers to “Eat United”
Dubai, UAE – 21 September 2022: Bel Middle East, a major player in the dairy branded cheese and healthy single serving portions, is launching a new plant-based alternative to cheese in the UAE: Nurishh. The company’s first native plant-based brand, set to play a key role in furthering Bel’s mission to become a major player in the healthy snack market – diversifying through growth in dairy, fruit and plant-based
With 42% of the global consumers considered as flexitarians, meaning decreasing their consumption of animal-based products, and vegans and vegetarians accounting respectively for 4% and 6%*, these shoppers have become a key target for plant-based manufacturers.
Coline Tatibouet, Marketing Director of Bel Middle East says: “Bel Group practices a consumer-centric approach to innovation that focuses on products that meet evolving demands. Today’s households are full of different diets and food preferences – from lactose-intolerant to vegan, and everything in between – making it quite complicated to gather everyone around the table sharing the same meal. Therefore, we have seen a growing demand for vegan products globally during the past few years. At a local level, this trend is reflected in the UAE, the Middle East window spreading trends coming from Western countries where a lot of restaurants are now offering vegan options for instance. Thanks to our expertise, we are aiming at democratizing plant-based alternatives to cheese with Nurishh which invites everyone to “Eat United””.
The new products are certified plant-based and free from: dairy, lactose, soya, gluten, nuts, palm oil, with no artificial colors, flavors or preservatives. They are fortified with calcium and vitamin B12. Delivering on both taste and nutrition, Nurishh is made using state of the art equipment, which yields a vegan alternative to cheese of superior naturality. The versatile cheese brand was created to cater to all occasions thanks to:
- 2 varieties of slices: Cheddar and Mozzarella style
- 2 varieties of shreds: Mozzarella style and Cheddar and Mozzarella style blend
- 2 varieties of spreads: Plain and Garlic and Herbs
Other innovations will be launched in the coming months.
Nurishh is currently available in the UAE at Spinneys and Waitrose selected stores and on Spinneys and Waitrose e-commerce platforms, with nationwide in-store and Out Of Home availability increasing throughout the year. Visit the Instagram and Facebook accounts @NurishhArabia to learn more.
About Bel Group
Founded in 1865, Bel Group is a family company and major player in healthy fruit and dairy single-serving portion snacking. Its international development draws on a portfolio of positive brands such as Kiri, La Vache qui rit, Jibnet Abu Al Walad, Picon, Babybel and Bousin, which attract consumers in more than 120 countries through an ambitious and sustainable growth strategy. Guided by its corporate mission: For All For Good, Bel Group aims to promote healthier, responsible, and accessible food for all consumers worldwide by offering them a range of healthy snacks and meal solutions that enable everyone to enjoy the goodness of dairy and fruit products and lead healthier lifestyles. The group has 32 factories located in numerous countries and has been operating in the Middle East for over 70 years. To strengthen its CSR commitments in the region, the Middle East Business Unit signed up to the Global Compact Network UAE last February through the “Against Climate Change” program from the United Nation.
*Going Plant-Based: The Rise of Vegan and Vegetarian Food, Euromonitor, 2020