France: Bel Group to close plant, discontinue Nurishh brand

French dairy producer Bel Group has announced plans to discontinue its plant-based cheese brand Nurishh by the end of 2025.

Launched in 2021, initially with a vegan camembert, the Nurishh range was introduced shortly after Bel Group acquired All In Foods, in response to fast-growing demand for plant-based alternatives.

As part of the move, Bel Group plans to shut down its Saint-Nazaire site, potentially impacting 30 employees. The company stated it would offer support through possible internal transfers or help finding roles elsewhere.

“Despite the commitment and the hard work of all teams over the past five years, and despite the numerous investments made with All in Foods, Nurishh has not succeeded in establishing a profitable and sustainable business”, a Bel Group spokesperson is quoted as saying. “Today, Nurishh represents 1% of the plant-based market in retail. Our main competitor has captured 22% of it. By arriving second in the market, we have not succeeded in differentiating ourselves enough to secure our clients listing and attract new consumers”.

The company now reportedly intends to prioritise its flagship brands such as Babybel, The Laughing Cow and Boursin as its main strategic focus.

Source: FoodBev / Just Food