Bega Plant Based cheese receives harsh response from vegan shoppers

The launch of a product in Coles has caused a rift among a group of shoppers uncomfortable with what they feel is the brand taking advantage of the booming vegan market.

Shoppers were caught by surprise this week when they spotted a new addition in the supermarket’s refrigerated aisle – plant-based cheese from dairy giant Bega.

Plant-based versions of shredded and sliced cheddar cheese were discovered at a Coles on Queensland’s Gold Coast on Monday, but not everyone was impressed.

A photo of the products sparked a diverse response after being shared online, with many shoppers happy about a new option and others upset the company was taking up market space.

One peeved consumer urged the company to “stay out of it”.

“Stay out of it Bega. Leave some space in the market for smaller companies,” they wrote.

Another took issue with the company’s bottom line being funded by the dairy industry, which they said indicated they were concerned only about expanding profits and not animal welfare.

“I try not to support companies that also make animal-derived products as their ethics are not in alignment with my vegan ethics. Whether the product itself is vegan or not, the company isn’t (especially a giant dairy product producer like Bega),” they wrote in a comment.

They argued the company was “taking advantage of an untapped market” and “couldn’t care less about animals”.

“Let’s not forget they make cow milk cheese too. You can’t erase 90 per cent of this company’s morals just because they want to cash in on a market they are missing out on. There are other companies that are way more ethical that deserve your money,” another person said.

The product’s price also raised concern among some shoppers, with both 200g packs of shredded and sliced cheese advertised for $8.50.

“I can understand why vegan alternatives from vegan companies costs more because it is a niche market, but big business like this should not be charging $1.50 more than their dairy cheese for 50g less. Just more price gouging,” one response read.

Bega’s shredded cheese is sold in a 500g packet for $9.50 while slices cost $10.50 for a 500g pack.

The vegan offering has been described a “rip off” in comparison to other brands.

“What a rip off. I will continue to buy Sheese as it is $2 cheaper and my favourite,” one person wrote. “It’s a shame all the vegan cheeses are so expensive,” another added.

Someone else suggested it was a tactical change in direction from Bega, which recently recorded profits being 74 per cent down in the half yearly financial results.

While revenue was up 11 per cent to $1.67 billion, earnings were down by 26 per cent compared to the same time last year.

“The dairy industry seems to be taking a ‘if you can’t beat ‘em, join ‘em’ approach,” a respondent speculated.

Not everyone was critical however, with many consumers saying they were happy to see another company offering a dairy free option.

“The market is getting bigger and bigger, it’s so good to see,” one person wrote in a comment.

Others said they couldn’t wait to try the product.

“Really curious to see how it tastes,” one said, with another saying the cheese sounded “promising”.

Bega announced the release of its plant-based cheese on Wednesday, describing it as “an important evolution to ensure that Bega Group is positioned to take advantage of the growing plant-based segment”.

“We have credentials in cheese making and we’re excited to leverage this knowledge and expertise to create a great tasting dairy free range under the Bega brand,” general manager marketing at Bega Foods, Matt Gray, said.

The vegan offering was “proudly in line with the quality of Bega’s great portfolio of products that our consumers know and love”, Bega Plant Based cheese marketing manager, Niamh Farrell said.

“Bega’s Plant Based Cheese range has undergone sensory testing to create a smooth, creamy, cheese-style product that delivers on texture and taste,” Ms Farrell said.

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“Bega is passionate about food and want to make sure everyone can enjoy our new Bega Plant Based Cheese. It has a great cheesy flavour and most importantly, it melts in toasties.”

Coles said the addition to its shelves was one way it was meeting growing public desire for plant-based options.

“We have a growing number of customers choosing to purchase vegan and meat-alternative products and we are working hard to continue to expand that range to meet their demands,” a spokesperson told news.com.au.

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