The vegan market, audience and interest has been growing over the past decade, yet the cheese industry has stayed the same without any innovation or development. 

Nutritional yeast is now used as as secret weapon for the ultimate plant-based cheese kick, so why wasn’t there a product to accommodate this?

With the rise of the vegan lifestyle movement, and more and more people opting for the dairy-free diet, it seemed high time that nutritional yeast had the glow-up it deserves.

Nutritional yeast is a deactivated form of raising agent, which provides a range of different vitamins and minerals – but used as an ingredient in vegan and plant-based food, it can mimic the flavour of cheese.

We decided to challenge ourselves to give it its moment and bring it back into the spotlight by developing our own passion project – GRATED.

GRATED was founded on the concept that it could become everything the existing products were not – bold, inventive, innovative and fun. It’s the way vegan’s really use nutritional yeast in this day and age.

We built GRATED from the ground-up, developing everything from the name, brand strategy, branding & digital.

By creating a super custom website on Figma, we enabled the brand to really stand-out from the crowd and develop its audience with a subscription offering, as well as personalised email marketing campaigns & creatives.

In the UK market, there was only ever one real player in the nutritional yeast market, but it’s a product that hasn’t evolved in decades.

We took this simple concept and transformed it into a modern ingredient for vegan junk food.

We created a cool brand with a real personality and tone of voice, giving it a fun, slightly nostalgic and a little bit hippie vibe. We’re looking forward to watching this idea grow and increasing the product offering along the way.