The new Applewood® Vegan Grated will be available as a 200g re-sealable pouch, with a RRP of £2.75.

It is the latest in a series of exciting plant-based innovations from Norseland, which launched Applewood® Vegan block in September 2019, followed by Applewood® Vegan slices in June 2020, Mexicana® Vegan block in July 2020, the Ilchester® Vegan Festive Selection in December 2020 and the Mexicana® Vegan slices during Veganuary 2021.

Lisa Harrison, senior brand manager for Applewood® Vegan, said: “We are thrilled to be working with Tesco to stock our brand new Applewood® Vegan Grated. We conducted a survey* of our customers and 77% said they would buy a grated version of Applewood® Vegan, which prompted us to look into developing the product. 

“As more of the population works from home, and find themselves cooking more from scratch, a versatile grated version of our award-winning Applewood® Vegan seems to be the obvious choice as it appeals to those looking for convenience.

“Applewood® Vegan Grated is perfect for a smoky macaroni and cheeze as well toasties and jacket potatoes and so much more, as it melts really well. 

“It's great to have Tesco on board and we are optimistic that Applewood® Vegan Grated will prove to be very popular.

“As far as new product launches go, 2021 has got off to a great start for Norseland.”

Like Applewood® Vegan block and Applewood® Vegan Slices, Applewood® Vegan Grated is fortified with B12 and calcium, is coconut based, has Applewood®'s unique smoky flavouring and is free from dairy, lactose, soya, gluten and palm oil.

Norseland became the first major UK dairy company to introduce a vegan cheeze alternative with the launch of Applewood® Vegan block in September 2019. It proved to be so popular with vegans – and flexitarians** – when it launched, that 40% of the stores of the first major supermarket that stocked it sold out on the first day. 

Applewood® Vegan has won a number of awards, including: the Gold Award at the FreeFrom Food Awards 2020; Best Vegan Cheeze in the 2019 Vegan Food UK Awards; and Best Vegan Cheeze For Melting in the Vegan Cheeze Co. 2019 Awards.

Also, recent research from Alertr.co.uk showed that since April, online searches for Applewood® Vegan have increased by 150% making it the second most searched for vegan product. 

These figures are set against a backdrop of recent research that showed that the global vegan cheeze market size was valued at $1.01 billion in 2019 and is expected to grow at a compound annual growth rate of 12.8% from 2020 to 2027.***

Research from data and analytics company, GlobalData, also revealed that the trend towards a more plant-based diet has grown at a pace in more recent years with 42% of UK vegans making the change in 2018.

Flexi-Friday

Norseland also launched earlier this year a brand new website, called Flexi-Friday – www.flexifriday.com, which is an initiative to help cheese lovers follow a flexitarian-style diet. 

The Flexi-Friday website is full of easy-to-create recipes that feature the best tasting vegan cheese alternatives and makes following a flexitarian style diet easy. 

Applewood® Vegan Grated is available from:

480 Tesco stores nationwide and its RRP is £2.75.

* In a survey conducted by Norseland 1,731 vegan consumers (78%) said they would buy Applewood® Vegan Grated. 

** Flexitarians are people who mostly eat a vegetarian diet but occasionally eat meat and fish.

*** A new report by Grand View Research published on 15 September 2020.

Media contact

Angie Cronin
Loudbird PR and Communications

Tel: 07970 810302

loudbirdprandcomms@gmail.com

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About Applewood® Vegan 

• Applewood® is the UK's first major cheese brand to launch a vegan cheese alternative.
• Applewood® Vegan is made in an allergen free factory negating the risk of cross contamination from dairy products.
• The key features of Applewood® Vegan is that it is coconut based, it has Applewood®'s unique smoky flavouring and is free from dairy, lactose, soya and gluten.
• Ingredients include: Water, Coconut Oil, Potato Starch, Modified Maize Starch, Yeast Extract, Salt, Natural Flavouring, Thickener (Carrageenan), Calcium Phosphate, Smoke Flavouring, Calcium Chloride, Colour (Carotenes), Paprika and Vitamin B12.
• It is approved by the Vegan society.
• The other brands in the Norseland family are:
  • Jarlsberg® UK's No.1 Deli Cheese with Holes*
  • Mexicana® UK's No Spicy Cheese
  • Ilchester® A leading speciality British cheese brand