Fake Cheese, Long a Flavor Failure, Is Growing as Brands Like Daiya Refine the Recipe

Campaign from TDA Boulder focuses on craving and simple moments rather than selling veganism

DA_Boulder promotes the taste of Daiya vegan cheese––with the help of a very cute baby. DA_Boulder / Daiya

It might be unspoken in the marketing world, but it’s no secret to consumers who have eaten fake cheese in the last few decades: Many of those products are, well, gross.

@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.