Jay&Joy banks €2 million to scale plant-based cheese across UK and Europe

French plant-based cheese producer Jay&Joy has secured €2 million (US$2.2 million) in fresh funding to accelerate its expansion across the UK and Europe, as it ramps up production and distribution of its dairy-free ranges.

• Jay&Joy has raised €2 million (US$2.2 million) to support expansion across the UK and Europe and accelerate the growth of its two plant-based cheese brands.
• The company has targeted increased production capacity, aiming to exceed 3 million plant-based cheeses annually by 2027 through investment in facilities and operations.
• Les Nouveaux Affineurs has expanded to over 1,000 stores in France, with plans to double its retail footprint to 2,000 locations by the end of 2026.

The funding round was led primarily by existing investors Demeter, Beyond Impact, Mindstone, and Vivegan, with new investor Makesense also joining. The capital injection is intended to build on what the company described as strong commercial momentum across its two brands, Jay&Joy and Les Nouveaux Affineurs.

The investment will be directed toward three main areas: expanding the company’s field sales team, strengthening brand awareness and accessibility, and upgrading production facilities to support higher volumes. Jay&Joy has set a target of producing more than 3 million plant-based cheeses annually by 2027.

The company’s growth strategy is centered on scaling its operations while maintaining its core approach to product development, which draws on traditional French cheesemaking techniques adapted for plant-based formulations. This includes fermentation and ripening processes designed to replicate the texture and flavor profiles of conventional cheese.

Jay&Joy has emphasized that, despite increasing industrial capacity, it intends to retain its focus on minimally processed recipes, short ingredient lists, and the absence of preservatives, additives, and colorings. The company also prioritizes local sourcing, aligning with broader sustainability and supply chain considerations.

According to the company, its plant-based cheeses generate up to ten times less CO₂ emissions than dairy equivalents, a factor that continues to shape consumer and retailer interest in alternative cheese products.

César Augier, CEO of Jay&Joy, said the funding would support both commercial growth and the company’s broader mission. “Thank you to our shareholders for supporting Jay & Joy. This investment round will allow us to build on our strong sales momentum across Europe and further contribute to the food transition, while staying true to what makes us unique: a genuine cheesemaking culture, minimally processed products, high quality standards, and a deep respect for the environment. Our ambition is to make plant-based cheese accessible to everyone, without compromising on taste or enjoyment.”

The expansion builds on recent progress across both of the group’s brands. Jay&Joy has established a presence in organic retail networks in France and has begun expanding internationally following its entry into the UK market in 2025. Its product range and ongoing innovation have supported that rollout into new geographies.

Meanwhile, Les Nouveaux Affineurs, which Jay&Joy acquired in January 2025, has been scaling rapidly within the French retail market. After launching in supermarkets in May 2025, the brand secured listings with major retailers including Monoprix, Franprix, Intermarché, and Carrefour. It is now available in more than 1,000 stores across France, with plans to double that footprint to 2,000 locations by the end of 2026.

The dual-brand strategy allows Jay&Joy to target different segments of the plant-based cheese market, combining its established presence in organic and specialty retail with broader supermarket distribution through Les Nouveaux Affineurs.

In the UK, Jay&Joy products are currently available through a mix of independent retailers and online platforms, including Planet Organic, Abel & Cole, Alternativestores, VeganKind, Earth Natural Foods, Village Wholefood, The Grocery, Chelsea Health Store, Norwood Health Store, and Portobello Wholefoods.

Founded in 2015, Jay&Joy has grown into one of Europe’s early movers in plant-based cheese, building its offering around French culinary traditions adapted for vegan products. The company has invested more than a decade in research and development to refine its fermentation-based processes and expand its product range.

Today, the brand is present across France and in nine European countries, supported by a team of around 40 employees. Its portfolio includes a variety of organic, vegan-certified cheese alternatives designed to meet a range of consumer preferences, from everyday products to more premium offerings.

The latest funding round comes as the plant-based cheese category continues to evolve, with manufacturers focusing increasingly on improving taste, texture, and functionality while addressing cost and scalability challenges. For Jay&Joy, the emphasis remains on combining product quality with broader accessibility, supported by a pricing strategy aimed at reaching a wider consumer base.

By investing in production capacity, sales infrastructure, and brand development, the company is seeking to strengthen its position in a competitive European market while extending its reach into new territories.