VitaliteTM Gives the People What They've Been Waiting For with Plant-Based Cheese Launch

Often described in a negative way, plant-based cheese has received a bad reputation. Finally, there’s an offering to change that narrative. Rolling out at retailers nationwide this year, VitaliteTM is a new brand of plant-based, vegan-certified, dairy-free cheese from Saputo Dairy USA that offers great taste, texture, visual appeal and melting performance.

“As demand for vegan cheese continues to grow, many consumers have been vocal about how difficult it has been to find a plant-based cheese that lives up to their expectations,” said David Cherrie, Saputo Dairy USA vice president, marketing and innovation. “As a dairy company, we are experts at making cheese people love and crave. Where other plant-based cheeses fall short, we saw an opportunity to use our expertise in the cheese category to create a delicious plant-based alternative.”

Delicious, melty goodness for all VitaliteTM plant-based cheeses are perfect ingredients to add melty goodness to any meal, no matter anyone’s dietary preferences, says Laura Prepon, actress, director, cooking enthusiast, creator of the PrepOn Kitchen culinary line and VitaliteTM ambassador. Prepon is partnering with the VitaliteTM brand to showcase some of her favourite ways to incorporate plant-based cheese into family meals.

“I like to live a flexitarian lifestyle and it wouldn’t be possible without the right ingredients. That’s why VitaliteTM plant-based cheeses have become a staple in our home,” said Prepon. “I’ve also recently found out that my children have sensitivities to dairy, so we use VitaliteTM plant-based cheese for basics like grilled cheese and quesadillas or sprinkled on tacos, as well as in more in-depth recipes like my black bean and quinoa burgers stuffed with cheddar-style cheese. All of our expectations of yummy, melty cheesy goodness are met!” 

An ideal addition to favourite dishes, including pizza, pasta, tacos, salads, dips, sandwiches and more, VitaliteTM is available in six varieties:

• Plant-Based Mozzarella Style Slices
• Plant-Based Mozzarella Style Shreds
• Plant-Based Cheddar Style Slices
• Plant-Based Cheddar Style Shreds
• Plant-Based Grated Parmesan Style
• Plant-Based Creamy Original Spread

“People following a plant-based or flexitarian diet have limited options in the grocery store and many of those options lack appeal,” said Chef Nikki Trzeciak, Saputo executive chef and senior manager of culinary and sensory. “The idea for VitaliteTM came out of trying to solve that. We want home cooks to feel liberated in the kitchen and inspired to create traditional foods they have an emotional connection to without compromise.”

Vegan cheese: poised for growth

According to a 2022 Food Institute report, the global vegan cheese market is expected to grow at a compound annual rate of about 10% and reach a market value of about $7 billion by 2030. This demand is being fuelled by the growing number of consumers following vegan, plant-based and flexitarian diets, increasing awareness about lactose intolerance, mounting climate-change and animal-welfare concerns, and the expanding middle class in developing nations.

VitaliteTM products are made without genetically modified ingredients and are vegan- and kosher-certified, gluten-free and except for the Creamy Original Spread, soy-free.