Bel strengthens brand portfolio with the launch of Nurishh

It is a new launch by Bel that strengthens its portfolio of brands. Nurishh, which comprises two references produced on the basis of vegetable protein are aimed at flexitarian consumers.
“At Bel we believe that we can help consumers on their holistic wellness journey through delicious and responsible food. Therefore, we decided to focus on the power intrinsic to the vegetable universe, to have an offer suitable for all consumers regardless of the diet they follow and that simultaneously contributes to the sustainability of the planet and respects animal welfare”, stresses Inês Santos, brand manager of the Nurishh brand in Portugal, in a statement.
The offer of two slice products – Original and Cheddar – based on vegetable protein, follows the trend of increasing consumption of this type of product. “This is the fastest growing diet in Portugal, already representing 7% of total buyers, which in the year 2020 grew by 7%”, can be read in the same document.
“What was a niche market is now a trend. Thus, we increasingly see a consumer who consumes both products of plant origin and traditional dairy products. Taking into account this evolution, we chose Nurishh as a brand to enhance this category and to provide flexitarians who wish to nourish themselves, a sustainable offer with 100% natural products of vegetable origin”, concludes Inês Santos.