Rebel Cheese
Rebel Cheese is a privately held, Austin-based producer of plant-based, dairy-free cheeses made from organic cashews using traditional culturing and cave-aging methods, selling direct-to-consumer online, through a subscription Cheese Club, at its NYC Essex Market shop, and via wholesale partners.
- Company typePrivate
- Founded2019
- HeadquartersAustin, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rebel Cheese does
Rebel Cheese is a US-based, privately held food company that produces and sells plant-based, dairy-free cheeses built from organic cashews using traditional cheesemaking methods — including culturing and aging in a proprietary Austin cheese cave — applied to plant-based ingredients rather than dairy milk. The product line spans individual cheeses (priced $14–$22), curated cheese boxes and gift sets ($40–$148), seasonal Fromagier collections, and a Build Your Own Board configurator. The company was founded in 2019 in Austin, Texas by Kirsten and Fred, gained national visibility after Mark Cuban made his fastest Shark Tank deal ever to invest in the business, and today sells primarily through its own Shopify-powered e-commerce site (RebelCheese.com), a Cheese Club monthly subscription with up to 20% savings and milestone loyalty rewards, a physical retail shop at NYC's Essex Market, and a growing wholesale program surfaced via a 'Find Near Me' store locator. Customer segments span strict vegans, flexitarians, dairy-averse consumers (including those with lactose intolerance or Alpha-Gal syndrome), gift buyers, and food-service operators such as chefs plating plant-based cheese boards. Distribution is US-domestic with cold-chain shipping from Austin; shipping is free over $80, with expedited air required for Alaska and Hawaii.
Rebel Cheese firmographics
Firmographics- Name
- Rebel Cheese
- Legal name
- Rebel Cheese
- Website
- https://rebelcheese.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Rebel Cheese is a privately held, Austin-based producer of plant-based, dairy-free cheeses made from organic cashews using traditional culturing and cave-aging methods, selling direct-to-consumer online, through a subscription Cheese Club, at its NYC Essex Market shop, and via wholesale partners.
- Ownership category
- akta.pro rank
Rebel Cheese industry classification
Industry- Product category
- Plant-based dairy-free cheese
- NAICS
- Cheese Manufacturing (311513), Other Specialty Food Retailers (44529)
- SIC
- Dairy Products (2020), Food And Kindred Products (2000)
- akta.pro primary industry
- Plant-Based Cheese Analogues Processing (Slices, Shreds, Blocks, Meltables) (AFAHAJAC)
- akta.pro secondary industries
- Cheese (Natural & Processed) (CRADACAC), Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO)
Keywords
Where Rebel Cheese is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Rebel Cheese business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Cheese Sales: Direct-to-consumer online sales of individual cheeses, curated boxes, and gift sets through rebelcheese.com. One-time purchases with pricing from $14-$22 for individual cheeses, $60-$148 for curated boxes
- Cheese Club Subscription: Recurring subscription model with monthly deliveries of curated cheese selections. Subscribe & Save offers up to 20% discount (5% base + additional 5% subscription). Minimum 3 recurring orders required. Includes free shipping, free gifts at 3rd/5th/7th/9th orders, and ability to skip or pause.
- Gift Cards: Virtual gift cards available for online orders (RebelCheese.com) and NYC in-store purchases (Essex Market location). No expiration.
- Wholesale Distribution: Wholesale program for retail partners carrying Rebel Cheese products in physical stores (mentioned as 'Find Near Me' store locator)
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Cheeses - $14 to $22 |
| Unit Pricing | Pay-as-you-go | Curated Cheese Boxes - $90 to $148 |
| Unit Pricing | Pay-as-you-go | Fromagier Seasonal Collections - $115-$120 |
| Subscription | Monthly | Build Your Own Board Subscription - 5-20% savings |
| Others | One time/ perpetual license | Gift Cards - Variable denominations |
| Unit Pricing | Pay-as-you-go | Wholesale/Accessories |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels10 records
Rebel Cheese product offering
Product offeringCore offering
Rebel Cheese produces and sells artisan plant-based cheeses crafted from organic cashews using traditional cheesemaking methods (culturing and aging) at its Austin, Texas production facility. Products include individual wheels and wedges, curated cheese and gift boxes, charcuterie boards, and accessories, sold directly to consumers through its own e-commerce site and Cheese Club subscription, plus a NYC retail location at Essex Market and wholesale to retail partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Individual Artisan Cheeses Plant-based wheels and wedges crafted from organic cashews using traditional culturing and aging methods, including cave-aged brie; sold individually priced $14-$22 to consumers and restaurants seeking dairy-free cheese alternatives.
- Curated Cheese Boxes and Gift Sets Pre-assembled assortments of Rebel Cheese products and accessories for entertaining and gifting, priced $40-$148, for consumers seeking ready-made plant-based cheese experiences.
- Cheese Club Subscription Monthly subscription delivering curated Rebel Cheese selections with up to 20% savings, free shipping, milestone gifts, and skip/pause options for individual consumers who want recurring access to plant-based cheeses.
- Build Your Own Cheese Board Customizable charcuterie board with selectable cheeses in three size tiers (Essentials serves 4-6, Classic serves 6-8, Grand serves 8-10), offering 5-15% off, for individual consumers building their own plant-based cheese spread.
- Rebel Cheese Gift Cards Variable-denomination virtual gift cards redeemable online and at the NYC Essex Market store with no expiration, for individual gift-givers purchasing Rebel Cheese for others.
- Fromagier Seasonal Collections Limited six-cheese seasonal collections released monthly (e.g., April/August Fromagier) priced $115-$120, targeted at cheese enthusiasts seeking themed plant-based selections.
- Cheese Vault Exclusives Limited-edition exclusive cheese releases sold through the dedicated Cheese Vault collection, for individual consumers seeking rare or experimental Rebel Cheese varieties.
- Cheese Accessories and Specialty Foods Accessories and partner-brand specialty foods sold alongside Rebel Cheese, including acacia wood cheese boards with knife ($35) and organic sourdough crackers ($14), for consumers outfitting a plant-based cheese board.
- NYC Cheese Shop at Essex Market Physical retail storefront at 88 Essex Street, Essex Market in Manhattan offering in-store purchases of Rebel Cheese products for walk-in individual consumers.
- Wholesale Distribution Program Wholesale supply of Rebel Cheese products to retail partners nationwide, with a Find Near Me store locator directing consumers to local physical retailers carrying the brand.
Quantifiable outcome
- 100% satisfaction guarantee with full refund if not satisfied
- +3 more outcomes
Companies that use Rebel Cheese
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
Rebel Cheese technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Rebel Cheese partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Kaind WordscoreArtisan partner crafting the acacia wood cheese boards sold alongside Rebel Cheese products. Each board is handcrafted with laser-engraved Rebel Cheese logo and unique grain pattern.
- Patagonia ProvisionsminorSupplier of organic sourdough crackers included in Artichoke Dip Kit and available separately. Patagonia Provisions is the food arm of outdoor apparel company Patagonia.
- PoshiminorSupplier of marinated artichokes with basil and thyme included in the Artichoke Dip Kit.
- Goldie LoxminorSupplier of vegan carrot smoked salmon (lox alternative) sold through Rebel Cheese specialty foods collection.
- Top SeedzminorSupplier of 6-seed gluten-free crackers sold through Rebel Cheese specialty foods collection.
- Renegade FoodsminorSupplier of Sweet Toscana Salami (vegan charcuterie) sold through specialty foods collection.
- ShopifycoreE-commerce platform hosting rebelcheese.com online store. Provides payment processing, order management, and store infrastructure.
Scale indicators5 records
Recent moves5 records
Expansion highlights6 records
Rebel Cheese competitors and assessment
Company assessmentDirect peers
- Follow Your Heart: Long-standing plant-based dairy brand with vegan cheese slices, shreds, and cream cheese. Directly overlaps with Rebel in the dairy-free cheese category for both retail and foodservice buyers.
- Miyoko's Creamery: Closest direct competitor in premium plant-based artisan cheese using traditional cheesemaking techniques (culturing, aging) on plant milks. Directly competes for vegan/flexitarian consumers at premium price points across DTC, retail, and foodservice.
- Violife: Major plant-based cheese brand offering slices, shreds, blocks, and cream cheese alternatives. Competes with Rebel across grocery and foodservice with much broader distribution and larger marketing spend.
- Kite Hill: Premium plant-based dairy brand offering artisan-style cheeses, yogurts, and cream cheese. Overlaps with Rebel in the premium, cultured plant-based cheese niche for both DTC and retail shoppers.
- Treeline Cheese: Plant-based aged cheese brand using cashews and traditional aging methods — essentially the closest analog to Rebel's artisan cashew-cheese approach, targeting similar health-food and specialty retail channels.
Broad incumbents
- Daiya Foods: Largest mainstream plant-based cheese brand with broad retail distribution in pizzas, shreds, slices, and blocks. Competes with Rebel across mass grocery and foodservice but lacks Rebel's artisan/aged positioning.
- Bel Group (The Laughing Cow / Babybel Plant-Based): Global dairy incumbent now launching plant-based cheese lines under The Laughing Cow and other brands. Represents the major-company threat as CPG giants move into Rebel's category with much larger distribution muscle.
Emerging players
- Forager Project: Plant-based dairy brand with cashew-based yogurts, cheeses, and cream cheese. Competes in the same dairy-free cashew-cheese niche but with a broader portfolio orientation beyond cheese.
- Good Culture: Plant-based dairy brand focused primarily on cottage cheese and cream cheese, with growing retail distribution. Adjacent competitor in the cultured plant-based dairy category Rebel also plays in.
- Nurri (formerly Dr. Cow): Small-batch plant-based cheese maker using cashews and traditional culturing techniques, similar to Rebel's artisan approach. Targets health-food and DTC specialty buyers at comparable premium price points.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Rebel Cheese social profiles
Digital presenceRebel Cheese financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rebel Cheese leadership team
Management profileNumber of profiles
Profiles2 records
Rebel Cheese funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rebel Cheese M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rebel Cheese
What does Rebel Cheese do?
Rebel Cheese produces and sells artisan plant-based cheeses crafted from organic cashews using traditional cheesemaking methods (culturing and aging) at its Austin, Texas production facility. Products include individual wheels and wedges, curated cheese and gift boxes, charcuterie boards, and accessories, sold directly to consumers through its own e-commerce site and Cheese Club subscription, plus a NYC retail location at Essex Market and wholesale to retail partners.
Is Rebel Cheese a public or private company?
Rebel Cheese is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rebel Cheese founded?
Rebel Cheese was founded in 2019. It employs 1 to 10 people.
Where is Rebel Cheese based?
Rebel Cheese is headquartered in Austin, United States, in the North America region.
How does Rebel Cheese make money?
Four revenue lines are on record. Direct E-commerce Cheese Sales are the primary driver. The others are cheese Club Subscription, gift Cards and wholesale Distribution.
Who are Rebel Cheese's main competitors?
Direct peers on record are Follow Your Heart, Miyoko's Creamery, Violife, Kite Hill and Treeline Cheese. Broad incumbents are Daiya Foods and Bel Group (The Laughing Cow / Babybel Plant-Based). Emerging players are Forager Project, Good Culture and Nurri (formerly Dr. Cow).
Does Rebel Cheese have an API?
No public API is recorded for Rebel Cheese.
What industry is Rebel Cheese in?
Rebel Cheese's product category is Plant-based dairy-free cheese. Its primary akta.pro industry code is AFAHAJAC, Plant-Based Cheese Analogues Processing (Slices, Shreds, Blocks, Meltables), with a secondary code of CRADACAC, Cheese (Natural & Processed). Its NAICS code is 311513 and its SIC code is 2020.