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The grandson of a dairy farmer has pivoted away from his family’s history – by launching a vegan cheese range.

Brad Willicroft ditched animal products in 2018, and found the move to a plant-based diet easier than he expected – apart from when it came to ditching cheese.

As he was unable to find an alternative he liked commercially available, Willicroft started making his own options, using traditional dairy fermentation techniques.

Vegan cheese

While his vegan cheese-making exploits started as a hobby, Willicroft has now created a business, with the fruits of his labor now available in Waitrose stores across the U.K.

Three varities are available; This is not Cheese Fondue (£7.50 for 280g), This is not Classic Cream Cheese (£3.50 for 135g), and This is not Grated Cheese Italian Style (£3.50 for 75g).

Vegan cheese in Waitrose

In a statement sent to Plant Based News, Brad Willicroft said: “A couple of decades after Willicroft Farm first supplied Waitrose with Aberdeen Angus meat, it’s pretty exciting that Willicroft in its reimagined form is supplying the same store with plant-based cheese.

“It’s super humbling that our fondue, cream cheese and Grated cheese Italian style cheese are now available across the U.K.

“We’ve always believed that by focussing on the taste and our environmental footprint in equal measure we would be creating something special and are stoked Waitrose supports us on that mission.”

Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.