Luxury Meets Accessibility as Daiya’s Plant-Based Cheese Takes Over Canal Street, Igniting a Culinary Dupe Sensation with Lionel Boyce at the Helm.
Dupe culture, the art of creating affordable replicas of luxury items, has found a new frontier in the food industry. Daiya, a trailblazing dairy-free brand, recently launched its ambitious project, Fromage Forgery, aiming to make high-quality, dairy-passing, plant-based cheese accessible to everyone. With a star-studded debut in Downtown New York City, featuring actor Lionel Boyce as the first Fromage Forgery salesman, Daiya is rewriting the narrative around luxury food experiences.
Daiya’s Revolutionary Dairy-Free Cheese:
The cornerstone of Fromage Forgery is Daiya’s recently reformulated dairy-free cheese, now equipped with the revolutionary Daiya Oat Cream™ blend. This proprietary ingredient, a result of a multi-million-dollar investment in fermentation technology, allows Daiya’s dairy-free shreds, slices, blocks, and sticks to achieve ‘cheese dupe status.’ The meltability and deliciously balanced cheesy flavor make it a game-changer in the world of plant-based alternatives.
Lionel Boyce Takes Center Stage:
To bring Fromage Forgery to the masses, Lionel Boyce, known for his roles as a writer, producer, and actor on the award-winning series The Bear, stepped into the spotlight as Daiya’s first Fromage Forgery salesman. In a nod to the neighborhood’s history of democratizing luxury experiences, Boyce embraced the role of an overzealous rookie, pitching Daiya’s cheese dupe to passersby in the heart of Canal Street.
Lionel Boyce shared his enthusiasm for the project, highlighting Daiya’s commitment to being a brand for everyone, not just those with dietary restrictions. His playful approach and the incorporation of a distinctive ponytail wig added an extra layer of charm to the campaign.
The Rise of Dupe Culture:
Dupe culture has gained significant traction globally, with a Morning Consult survey revealing that nearly one-third of adults intentionally purchase dupes of products. Gen Z and millennials, in particular, have shown a strong inclination, with participation rates of approximately 49% and 44%, respectively. Daiya’s Fromage Forgery taps into this cultural phenomenon, offering a high-quality dairy-free cheese experience that rivals, or even surpasses, its dairy counterparts.
John Kelly, Chief Marketing Officer at Daiya, emphasized the alignment of contemporary dupe culture with Daiya’s core belief that everyone deserves access to high-quality dairy-free cheese. The Fromage Forgery campaign aims to bridge the gap between consumer expectations and plant-based offerings.
Collaboration with Ian Charms:
Expanding the celebration beyond the culinary realm, Daiya has collaborated with Ian Charms, a highly duped jewelry brand known for its vibrant beaded necklaces worn by celebrities like Doja Cat and Justin Bieber. The collaboration introduces a limited-edition beaded necklace inspired by Fromage Forgery. To make it even more exciting, Daiya and Ian Charms are hosting a giveaway where participants can win one of 50 free necklaces, typically available at premium prices. The giveaway takes place on January 30th at 6pm EST / 3pm PST.
Fromage Forgery represents Daiya’s commitment to inclusivity, welcoming all cheese-loving consumers, regardless of dietary preferences, with its platform, “100% Plant-based. Even if you’re not.” As Daiya’s innovative dairy-free cheese products hit the shelves across major retailers in the US and Canada, the brand continues to redefine the landscape of plant-based alternatives and celebrate the spirit of dupe culture in the culinary world.
To explore more about Fromage Forgery and Daiya’s range of plant-based products, visit https://daiyafoods.com/pages/fromageforgery. Daiya’s journey as a pioneer in plant-based, dairy-free products since 2008 is evident in its diverse and premium offerings, available in over 25,000 grocery stores in the U.S. and Canada, as well as through e-commerce partnerships. The global presence extends to Asia, Europe, and Latin America, making Daiya a trusted name in the realm of delicious, plant-based foods.
For additional information about Daiya, please visit www.daiyafoods.com.