Honestly Tasty

What Honestly Tasty does

Honestly Tasty is a London-based, founder-owned producer of artisan plant-based cheese alternatives, established in 2018 by Mike Moore after he left a corporate banking career and developed an award-winning vegan blue cheese recipe. His sister Beth Moore subsequently joined as co-founder. The company designs and manufactures a portfolio of cashew and nut-based vegan cheeses — including Blue (mould-ripened with real Penicillium Roqueforti), Bree (soft-ripened brie-style), Shamembert (truffle-infused Camembert-style), Garlic & Herb (Gournay-style), and Chilli Ched Spread — built on a fermentation process that combines traditional dairy cheese-making techniques with plant-based formulation. Following the September 2025 acquisition of UK artisan vegan cheese brand La Fauxmagerie, the product surface expanded to include cashew-based fermented fauxmages (Camden Cultured variants, Balham Blue, Shoreditch Smoked).

The company's revenue model is a hybrid of direct-to-consumer e-commerce through a Shopify storefront (individual SKUs, curated bundles, the Cheese Box Subscription at £30 per delivery, and digital gift cards) and B2B/wholesale supply through multiple UK food distributors (Rowcliffe, CLF Distribution, Greencity, Suma, The Vegan Wholesaler, Harvey & Brockless). It serves three primary customer segments: conscious consumer/vegan buyers, food service operators ranging from casual to Michelin-starred (Pied à Terre, Purezza, Honest Burgers, Tate EATS, No. 12 Nottingham, The Queensberry Hotel), and retail stockists including Selfridges, Planet Organic, Ocado, and 70+ independent UK health food stores. Distribution is currently UK-mainland only, with explicit delivery exclusions for Jersey, Channel Islands, Northern Ireland, and parts of Scotland.

The business has remained capital-light, with only one disclosed funding round (£886K in June 2022 from Johnson Resolutions and Veg Capital) and no parent company or external institutional control. Headcount sits at 1–10 employees, and the company donates 1% of revenue to The Dean Farm Trust animal sanctuary. Recognition includes the Plant Based Taste Award for Garlic & Herb in 2023, the Plant Based Expo Cheese Alternative category, and Great Taste Award status for Full Cheeseboard constituents.

Name

Honestly Tasty

Legal name

Honestly Tasty

Website

https://honestlytasty.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Honestly Tasty is a London-based artisan plant-based cheese producer founded in 2018, selling mould-ripened and fermented vegan cheeses direct-to-consumer, through UK wholesalers, and to food service operators including Michelin-starred restaurants, Selfridges, Planet Organic, and Ocado.

Ownership category

akta.pro rank

Product category

Plant-Based Cheese Alternatives

NAICS

Cheese Manufacturing (311513)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Cheese Manufacturing (AFAKAKAB)

akta.pro secondary industries

Ripened Natural Cheese Manufacturing (Semi-Soft, Hard & Blue) (AFAHABAB), Cheese (Natural & Processed) (CRADACAC), Cheese Blending & Formulation (Retail & Foodservice Blends) (AFAHABAG)

Keywords

• Plant-based cheese
• Vegan cheese
• Dairy-free cheese
• Artisan cheese
• Cheese subscription

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: DTC online sales through their Shopify-powered website selling individual products, bundles, and subscriptions.
2. Subscription Box: The Cheese Box Subscription offering monthly, bi-monthly, or quarterly deliveries of curated cheese selections at £30 per delivery.
3. Wholesale/B2B: Bulk sales to retailers and food service operators through distributors and direct wholesale relationships.
4. Food Service: Supply to restaurants, cafes, and fine dining establishments ranging from fast casual to Michelin-starred venues.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

Honestly Tasty produces and sells artisan plant-based cheese alternatives to UK consumers and food service operators. The company makes mould-ripened blue, soft-ripened brie-style, camembert-style, Gournay-style, and cheddar-style vegan cheeses using fermentation techniques combined with traditional cheese-making methods, including real Penicillium Roqueforti for blue cheese. Products are sold individually, as curated bundles, via subscription, and as gift cards through DTC e-commerce, online grocers, 70+ independent UK stores, and direct food service supply.

Product overview

Honestly Tasty is an artisan plant-based cheese company founded in 2018, offering a portfolio of vegan cheese alternatives that perform like traditional dairy cheeses - melting, oozing, smushing, and squishing. The core product line includes four signature cheeses: Blue (mould-ripened with Penicillium Roqueforti), Bree (soft-ripened brie-style), Shamembert (truffle-infused Camembert-style), Garlic & Herb (award-winning Gournay-style), and Chilli Ched Spread (cashew-based spicy spread). Following the September 2025 acquisition of La Fauxmagerie, the portfolio expanded to include cashew-based fauxmages (Camden Cultured, Camden Cultured Truffle, Camden Cultured Smoked, Balham Blue). Products are sold individually, as curated bundles (The Full Cheeseboard, Bestsellers Bundle, June Bundle, The Camden Collection), via subscription (The Cheese Box), and as gift cards. Distribution includes direct-to-consumer online sales, major UK retailers (Ocado), and 70+ independent stockists nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• La Fauxmagerie: Artisan vegan cheese brand acquired by Honestly Tasty in September 2025. Features cashew-based fauxmages including Camden Cultured, Balham Blue, Shoreditch Smoked, and related varieties. Now sold through Honestly Tasty's online store.

Products and services

• Blue (Plant-Based Blue Cheese) Plant-based blue cheese made with real Penicillium Roqueforti, mould-ripened and matured over several weeks for distinctive blue taste and authentic veining. Smooth and creamy with a 'blue cheese' bite; designed for home cooking and food service menu use.
• Bree (Vegan Brie-Style) Mellow, soft-ripened vegan cheese with a rind, styled on brie. 130g wheel with creamy texture and subtle earthy tones; suitable for baking, slicing, and cheeseboards.
• Shamembert (Vegan Camembert-Style) 160g vegan wheel styled on Camembert with an authentic rind and indulgent, creamy centre infused with truffle oil. Can be baked for an oozy, molten texture.
• Garlic & Herb (Vegan Gournay-Style) Multi-award-winning plant-based cheese resembling a Gournay-style cheese. Creamy and crumbly with a garlic and herb flavour profile; crowned 'best plant-based cheese 2023' at Plant Based Taste Awards.
• Chilli Ched Spread Bold, cashew-based vegan cheese spread with a slow-building chilli kick. Silky smooth and spreadable, combining cheddary-style richness with fiery heat.
• La Fauxmagerie Camden Cultured Tangy, savoury, and lusciously moreish cashew-based dairy-free cheese that redefines indulgence with umami depth. Fermented for sophisticated flavour.
• La Fauxmagerie Camden Cultured (Truffle) Cashew-based fauxmage elevated by bold white truffle and layers of umami. Fermented for depth and crafted for indulgence, delivering lingering richness.
• La Fauxmagerie Camden Cultured (Smoked) Cashew-based fauxmage infused with smokiness that deepens its savoury character. Smooth yet robust with lingering warmth and comfort.
• La Fauxmagerie Balham Blue

Quantifiable outcome

• Gained placement in 70+ independent stores and major retailers including Planet Organic and Selfridges
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• La FauxmageriecoreStrategic or Co-development Partner · 18 September 2025Honestly Tasty acquired UK-based artisan vegan cheese brand La Fauxmagerie on 18 September 2025. The acquisition allows Honestly Tasty to take full ownership, expand product offerings, and open a dedicated online store for La Fauxmagerie. This strategic acquisition expands their artisan cheese portfolio with cashew-based fauxmages.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Follow Your Heart: US-based established plant-based dairy alternatives company with a vegan cheese range (Daiya brand competitor historically) sold via grocery and foodservice. Comparable as a broader plant-based dairy brand with overlapping cheese SKUs and similar distribution through health-food and mainstream channels.
• Violife: Owned by Upfield (the largest plant-based spreads/dairy alternatives company globally), Violife is the leading mass-market plant-based cheese brand in the UK with broad supermarket distribution and large marketing budgets — direct substitute product category competing for the same shelf and foodservice contracts.
• Cathedral City Plant Based: Plant-based range from Saputo's Cathedral City, the UK's #1 cheddar brand. Brings major dairy-industry distribution, marketing, and shelf-share leverage into the plant-based cheese category — directly competing for the same supermarket listings Honestly Tasty relies on.
• Miyoko's Creamery: US-based artisan plant-based cheese and butter company known for cashew- and oat-based fermented cheeses with premium positioning. Comparable as a fermentation-led, premium plant-based cheese brand selling through DTC, natural foods retail, and foodservice.

Emerging players

• Kinda Co. UK startup producing plant-based cheese using oats and legumes (dairy- and nut-free formulation). Comparable as an emerging UK plant-based cheese brand targeting allergen-conscious consumers and the foodservice/health-food retail channel.
• Tyne Chease: Small-batch UK artisan plant-based cheese maker using cashew and coconut bases, selling through markets and independent retailers. Comparable as a similarly-sized UK artisan plant-based cheese specialist targeting conscious consumers and foodservice.
• Wicked Kitchen: Plant-based food brand by chef Derek Sarno with retail-ready vegan cheese and meals across UK/US supermarkets. Comparable as a chef-driven plant-based brand targeting both retail and foodservice with broader positioning than Honestly Tasty's cheese-only focus.
• Nush Foods: UK-based plant-based cheese and spreads maker using almond bases. Comparable as a smaller UK challenger in dairy-free cheese with health-food retail presence, competing on natural ingredient credentials and artisan positioning.

Direct peers

• Bute Island Foods (Sheese): Scottish-based manufacturer of Sheese, one of the longest-established UK plant-based cheese brands. Comparable as a UK-headquartered, dairy-free cheese specialist selling through health-food and mainstream retail, competing for similar vegan and allergen-aware consumers.

Regional players

• GreenVie: UK-distributed plant-based cheese brand (Greek manufacturing origin) stocked in independent health food stores. Comparable as an EU-manufactured plant-based cheese with overlapping UK independent retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/honestly_tasty
• Facebookfacebook.com/honestly_tasty
• Instagraminstagram.com/honestly.tasty

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Honestly Tasty