La Fauxmagerie
Formation2019
11762201
HeadquartersShoreditch, London
Websitelafauxmagerie.com

La Fauxmagerie (from French faux "false" or "imitation" and fromagerie "cheese shop") is the UK's first vegan cheese shop.[1][2] It sells plant-based substitutes for dairy cheese,[3] operating a retail store in London's Shoreditch area as well as selling online and wholesale.[4] Founded in 2019, the shop's range includes vegan versions of Camembert, Cheddar, goat cheese, blue cheese, and feta.[5] La Fauxmagerie received press attention in 2019 after Dairy UK, a lobby group, threatened to sue them[2] over the use of the phrase "plant-based cheese".[5] It is operated by the Welsh[6][7] siblings Rachel and Charlotte Stevens. Both founders follow a vegan diet and play an active role in the day to day running of their Shoreditch store and product development.[5]

History

Founders Rachel and Charlotte Stevens met some of their future suppliers at Vegfest UK in 2017 while searching for better quality plant-based products. They opened La Fauxmagerie in London's Brixton district in 2019 and quickly gained a loyal customer following, outgrowing their first store within 6 months.[3] They moved to a much larger store in the Brick Lane area in Shoreditch, London, in June 2019 and launched their e-commerce offering in the same month.[8]

La Fauxmagerie grew significantly in its first 3 years, expanding their retail and online offering, launching their own brand of aged plant-based cheeses, and opening London's first dedicated vegan wine and cheese bar - The Cheese Cellar, which is situated beneath their Shoreditch store. In May 2022, the company started supplying Waitrose supermarkets.[9]

In 2023, Purezza acquired a majority stake in the company.[10]

References

  1. ↑ "The UK's First Vegan Cheese Shop Isn't Afraid of Controversy". www.vice.com. Retrieved 2021-08-24.
  2. 1 2 Horton, Helena (2019-02-11). "UK's first vegan 'cheese' monger is misleading customers, dairy industry complains". The Telegraph. ISSN 0307-1235. Retrieved 2021-08-22.
  3. 1 2 Clements, Laura (2019-03-20). "The vegan cheese shop that's caused a stink with farmers". WalesOnline. Retrieved 2021-08-22.
  4. ↑ "La Fauxmagerie". La Fauxmagerie. Retrieved 2021-08-22.
  5. 1 2 3 "To brie or not to brie: can vegan 'cheese' taste as good as dairy?". the Guardian. 2019-02-20. Retrieved 2021-08-22.
  6. ↑ "LA FAUXMAGERIE LTD - Incorporation Statement of capital on 2019-01-11 (free information from Companies House)". find-and-update.company-information.service.gov.uk. Retrieved 2021-08-22.
  7. ↑ "LA FAUXMAGERIE LTD filing history - Find and update company information - GOV.UK". find-and-update.company-information.service.gov.uk. Retrieved 2022-01-27.
  8. ↑ "Vegan Cheesemonger La Fauxmagerie Is Moving To East London This Week". Londonist. 2019-07-03. Retrieved 2021-08-22.
  9. ↑ Soule, Alice (2022-05-31). "La Fauxmagerie launches in Waitrose stores". The Vegan Review. Retrieved 2022-08-28.
  10. ↑ restaurantonline.co.uk (2023-11-13). "Purezza acquires plant-based cheesemonger La Fauxmagerie". restaurantonline.co.uk. Retrieved 2023-12-20.


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