Dairy-Free Cheese Goes Big With Daiya’s Retro Marketing and New Culture’s Breakthrough

The surge in interest around non-dairy products shows no signs of slowing down, with the market projected to reach $61.3 billion by 2029, according to Fortune Business Insights. From sustainability-conscious consumers to individuals with dietary restrictions, more people are opting for dairy-free alternatives. However, a major hurdle persists: the skepticism around taste and texture, especially in dairy-free cheese. Two innovative brands, Daiya and New Culture, are addressing this challenge head-on with creative campaigns and groundbreaking technology that could redefine the category.

Daiya tackles ‘FOMOO’ with a ’90s-inspired pop-up

Daiya, a pioneer in dairy-free cheese, is taking bold steps to challenge what it calls FOMOO, or the “fear of missing out on dairy.” To prove its new dairy-free pizzas can deliver the same gooey, cheesy satisfaction as their dairy-based counterparts, the brand launched an experiential pop-up called Crustbuster in New York City.

Held on January 24 at SoHo’s Upside Pizza, Crustbuster transformed the pizzeria into a nostalgic ’90s video rental store. Over 500 attendees, including notable figures like food influencer Jeremy Jacobowitz, comedians Joey Dardano and Mary Shalaby, and the popular New York-based account What New York Eats, lined up to experience the event.

Daiya

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Guests browsed shelves lined with VHS boxes featuring clever puns on Daiya’s pizza flavors, such as Beauty and the Feast for its meatless pepperoni pizza and The Slicefather for its supreme pizza. Once participants chose their “movie,” they headed to the counter to “rent” slices—complete with a surprise option called the Director’s Cut, where Daiya chefs selected a flavor for them.

John Kelly, Daiya’s Chief Marketing Officer, highlighted the importance of the event in changing perceptions around dairy-free pizza. “We’ve worked tirelessly to make sure our pizza delivers all the cheesy, gooey, satisfaction of dairy—but without the dairy,” Kelly said.

“Crustbuster was our way of showing that Daiya is the ultimate solution to FOMOO. This wasn’t just a taste test—it was proof that dairy-free pizza can satisfy every bit as much as its dairy counterpart.”

To build anticipation for the event, Daiya conducted a survey uncovering quirky consumer behaviors tied to pizza. The results revealed that one in ten people admitted to eating slices straight from the trash, while 55 percent confessed to shedding tears over pizza. These insights set the stage for Crustbuster’s mission: to show that Daiya’s dairy-free pizzas could inspire the same level of devotion.

This isn’t the brand’s first unconventional marketing move. Daiya previously gained attention with campaigns like Fromage Forgery, which showcased its reformulated cheese’s uncanny similarity to dairy, and Slice Club, another pizza-focused initiative. With Crustbuster, the company continues to rewrite the script on dairy-free innovation by blending nostalgia, humor, and bold flavors into an unforgettable experience.

New Culture’s precision fermentation is coming soon

While Daiya is tackling taste skepticism with creative events, New Culture is addressing the issue with cutting-edge science. The animal-free dairy company recently reached a significant milestone by submitting its mozzarella product label to the California Department of Food and Agriculture (CDFA) for review. This marks the world’s first-ever label submission for a product made from animal-free casein protein, according to the company.

New Culture

Casein, the key protein responsible for the melt, stretch, and texture of traditional cheese, is typically derived from animal milk. New Culture produces this protein using precision fermentation, a process that involves genetically modifying microorganisms to produce the same proteins found in dairy—without involving animals. The result is a mozzarella that mimics the taste, texture, and functionality of conventional cheese but with a fraction of the environmental impact.

“We’re incredibly proud of the label we submitted to CDFA. The taste, the ingredients, the nutritionals—getting all three right is no easy feat and our team has done it,” said Inja Radman, New Culture cofounder and Chief Scientific Officer. “With New Culture cheese, it’s time to finally close the door on all the plant-based cheeses out there: gloopy, starchy, they simply can’t deliver.”

New Culture

Unlike many existing plant-based cheeses that lack protein or use high-carb starches as a base, New Culture’s mozzarella offers five grams of protein and two grams of carbohydrates per serving. By comparison, conventional mozzarella contains six grams of protein and less than one gram of carbohydrates. Additionally, New Culture’s cheese is free from soy, nuts, gluten, and common allergens, making it accessible to a wider audience.

The company’s upcoming launch will be a high-profile affair, with acclaimed chef Nancy Silverton slated to debut New Culture’s mozzarella at her renowned Los Angeles restaurant, Pizzeria Mozza. By aligning with one of the culinary world’s most respected figures, New Culture aims to demonstrate that its cheese meets the expectations of even the most discerning chefs and diners.

Shaping the future of dairy-free cheese

Daiya and New Culture represent two sides of the same coin in the evolving non-dairy cheese market. While Daiya focuses on creative branding and taste tests to win over consumers, New Culture is leveraging science to elevate the category to new heights. Both brands are addressing the lingering skepticism around dairy-free cheese by offering solutions that prioritize taste, texture, and quality.

As consumer demand for non-dairy products grows, the stakes are higher than ever for companies in this space. According to data from the Plant Based Foods Association and SPINS, retail sales of plant-based cheese grew by 7 percent in 2022, reaching $236 million in the US alone. However, many consumers still associate non-dairy cheese with subpar flavor and functionality, creating opportunities for brands like Daiya and New Culture to fill the gap.