At a Glance

  • Violife, a maker of dairy-free cheeses, spreads, and creamers, announced the launch of a social series called "Undairy the Dish" on TikTok and Instagram, showcasing its products in a variety of recipes, according to a press release.
  • The series is part of a larger "Undairy the Craving" campaign by the brand, which is owned by Flora Food Group. Other campaign elements include gift card giveaways, collaborations with chefs across the U.S., a recipe generator, and a grant program for aspiring chefs.
  • The brand's marketing aims to address several concerns surrounding vegan cheese, such as taste, meltability, and texture. Vegan cheese still lags behind dairy-free milk alternatives in terms of popularity growth.

Deep Dive

Violife is leveraging social media to dispel some preconceived notions consumers have about the versatility of vegan cheese and spreads. "Undairy the Craving" aims to show consumers that dairy-free cheese can be a suitable substitute for traditional cheese, delivering the same satisfaction. The campaign launches as the global plant-based cheese market is projected to reach $9.9 billion by 2033, up from $3.5 billion in 2024.

The multi-part campaign includes several components that directly target common perceptions of vegan cheese products. For example, "Craving Credits" allows consumers to upload a receipt from any cheese purchase and receive a $5.99 e-gift card to use on Violife products, providing a risk-free way to try the brand, as dairy-free alternatives can sometimes be pricey. The "Undairy the Craving" recipe generator uses AI-generated recipes to offer creative ways to use Violife products.

The "Undairy Collective" is a group of chefs that includes Akhtar Nawab of Alta Calidad & Wayward Fare, Jenner Tomaska of Esme, and Yara Herrera of Hellbender. The group will release various content involving Violife products, such as menu takeovers, original recipes, and in-person experiences.

The "Undairy Grant" is a program in partnership with the Culinary Careers Program, designed to support the careers of up-and-coming chefs.

Social series have become a common way for food brands to showcase their products. TikTok has proven to be a valuable tool, with food trends on the platform helping to drive demand for ingredients and specific products, as evidenced by the recent surge in interest in Dubai chocolate and cottage cheese.

Violife is not the first food brand to use social media to showcase its products in the kitchen. As part of its "#UnlockYourGreenFlag" campaign, Knorr released recipes on TikTok and Instagram ahead of Valentine's Day, encouraging consumers to cook a meal for their loved ones at home to show off their culinary skills, rather than spending money on dining out.

AI recipe generators have also proven popular among brands. In 2024, Avocados From Mexico launched GuacAImole, an AI tool that generates unique guacamole recipes based on user-uploaded images.

Flora Food Group primarily focuses on dairy-free and vegan alternative brands. Other brands under the company include Country Crock, I Can't Believe It's Not Butter!, and BlueBand.