Upfield, the world's largest plant-based consumer goods company, has launched its award-winning, 100% vegan and allergen-free cheese brand Violife® in the UAE to meet the growing demand for plant-based foods in the region. In addition to its current plant-based portfolio, Flora Plant Butter and Flora Plant Cream, the new Violife® range of vegan alternative to cheese specifically caters to the needs of those who want to cook and enjoy delicious, plant-based recipes.

The UAE is increasingly becoming more vegan-friendly as the global trend continues to grow in popularity in the region. The movement is gathering pace, and the way people are seeking everyday plant-based dining options at homes is evolving. 

In a recent survey on plant-based diets in the UAE, conducted by YouGov, an international research data and analytics group, it was discovered that almost half of the respondents have replaced dairy for a plant-based meal or drink in the past year. Two in five respondents also revealed that they opt for allergen-free dishes when eating out or ordering food. A logical outcome, given that almost half (46%) of UAE’s population is a millennial, and about 60% of millennials worldwide consider themselves as a flexitarian.

One of the top consumer trends in the country during the 2020 lockdown has also been a shift to a plant-based diet as more and more people are adopting a plant-based lifestyle, fueled by growing concerns about their health, the significant environmental impact of dairy and meat production and animal welfare. A growing number of restaurants, hotels and other eateries have also started offering delicious full-fledged plant-based menus.

Speaking during the Violife® launch, Reinier Weerman, General Manager Upfield North Africa and Middle East said, "There has been a progressive spike in the demand of plant-based foods in the Middle East, particularly in the UAE. Health consciousness and environmental sustainability are the new buzzwords of both everyday consumers and gastronomes and for good reason. With the debut of Violife® in the UAE, we are introducing more plant-based options that are delicious enough to encourage and attract consumers who wish to make the switch to a healthier lifestyle."