Futura Foods has recently launched a new vegan cheese in the UK called MozzaRisella. Intended to mimic the taste and texture of authentic Italian mozzarella while being dairy-free, this innovative product launch has shined a light on the growing vegan-friendly food industry in the country.

Veganism is a strict diet that involves abstaining from consuming animal-derived products such as dairy, meat or fish. The vegan movement has become increasingly popular in the UK, with 3% of the adult population stating that they are vegan according to GlobalData’s Q1 2017 consumer survey. Compared to GlobalData’s 2014 consumer survey, this has seen a rise of 2% that has been fuelled by the perceived health benefits, sustainability, and animal-friendly nature of the diet compared to more mainstream meat-based diets. 

To capitalise on veganism, food brands have been releasing new vegan-friendly products that claim to accurately copy the texture and taste of non-vegan offerings, such as cheese or meat. These types of products cater to the needs of  influential vegan converts who are increasingly demanding more vegan options. However, these products have traditionally been hit or miss, as key product attributes such as taste, appearance, or texture have been lacking. 

MozzaRisella claims to one of the first non-dairy mozzarella products specifically for vegans in the UK that accurately copies mozzarella’s taste and texture. Futura Foods claims that MozzaRisella looks, tastes, and has the same stringy texture as traditional mozzarella, while being 100% organic, dairy / lactose-free, and made from germinated whole rice.

As the vegan movement continues to gain prominence in the UK, especially in urban areas, and large numbers of consumers make the switch to animal-free diets, we’ll increasingly see suitable for vegans stickers on all sorts of unexpected products on supermarket shelves. For instance, authentic animal-free burgers, pizzas, and Chinese food may become more common as vegan brands improve the quality, taste, and texture of their products to better mimic the real thing.