Vegan cheese brand Sheese has unveiled a rebrand across its range with a new look and improved recipe.

The new branding has been designed to enhance shelf stand out and reflect the vegan brand’s taste and meltability credentials, which will be underpinned by a new logo that features a bold, bright colour palette tailored to each product variant.

The packs will also now feature the logo of owner Bute Island Foods’ – which Canadian dairy giant Saputo snapped up in 2021.

Sheese, which is stocked in retailers including Sainsbury’s, Asda, Ocado and Waitrose, said the Bute Island Foods logo acts as a seal of approval that dairy-free consumers will recognise.

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Bute Island Foods will be rolling out a shopper campaign to support the re-launch, with further communications activity planned later in the year.

Sheese brand lead Al Flynn said: “The time is right to invest in the brand and we have worked hard to create a fresh look which is eye-catching on shelf.

“The message to consumers is the reassurance that there is no compromise with Sheese. It is a range that fully indulges the senses – a vegan alternative to cheese that is as close to the real thing as you can get.”

Flynn added that “small changes” to the recipe will “fine-tune elements that enhance the experience”.

“Taste is critical, but we also know how important it is to get the functionality right and Sheese will now brown and melt better than ever before, to get as close to the dairy experience as possible.”