Upfield, the world’s largest vegan company, has launched its new Violife® brand in the UAE, to meet the growing demand for vegetarian dishes in the region. The new, award-winning brand is allergen-free thanks to its 100% vegan formula. Violife® also introduces a new addition to the Flora Plant Butter and Flora Plant Cream brands for those wishing to offer delicious vegetarian recipes and enjoy a unique culinary experience.
The UAE has become one of the countries that support vegetarian food options more, due to the increase in the pace and development of ways to search for vegetarian alternatives for daily meals at home, and in light of the continued growth of this global trend and the expansion of its popularity in the region.
YouGov, the global data collection and analysis company, conducted a recent survey about diets in the UAE, which revealed that about half of the respondents have replaced dairy products with plant-based products or drinks during the past year, in addition to that two out of five Participants prefer to choose allergen-free dishes when eating out or ordering meals at home. These findings make sense given that 60% of millennials around the world consider themselves resilient, and they make up about 46% of the UAE population.
The closure period in 2020, witnessed a large number of consumers in the Emirates, switching to a vegetarian diet as a result of increasing health concerns, and the significant negative impact of dairy production, meat and animal care on the environment, in addition to the tendency of a large number of restaurants and hotels to provide menus A complete and delicious vegetarian.
Speaking at the launch of the new Violife® brand, Mr. Rainer Wehrmann, General Manager of Upfield Middle East and North Africa, said: “The demand for vegetarian dishes has been gradual in the Middle East, especially in the UAE. Health awareness and environmental sustainability have become the taglines. It is a new trend that is being embraced by everyday consumers and chefs for good reason. The launch of Violife® in the UAE represents the provision of new and delicious vegetarian options to encourage and attract consumers who want to switch to a healthy lifestyle.”
Violife® is the world’s leading brand of vegan cheese alternatives, with over 30 years of experience developing and producing, creating great-tasting vegan products. Violife® can be used as a healthy alternative to cheese, to offer a wide range of delicious recipes, free of dairy, preservatives, lactose, gluten, nuts and soy, each product is based on coconut oil and fortified with vitamin B12, which are known for their health benefits and vital role in the body’s metabolism process.
As part of the campaign to launch the Violife® brand in the UAE, Upfield hosted an exclusive event in Dubai, offering the latest range of vegan cheeses in the form of slices, bars, and spreads. The new full range will soon be available in all local stores in the Middle East. In addition, the Violife® brand will work closely with companies specialized in the field of hospitality and restaurants to help them meet the growing demand for vegetarian dishes.
In the coming weeks, Upfield will announce more cooperation and opportunities for its customers, with the aim of helping them expand and support them in relying more on the Violife® brand in their food products, as more people in the UAE are switching to a vegetarian diet, in light of the trend The new culinary initiative paves the way for a radical change in the eating habits of the region.