New Roots - Vegan Creamery

25/06/2026

In our journey to make plant-based cheese, we have heard it all. But the line that comes back the most is: “But cows have to be milked!” And every time, we think: do they though? (Spoiler alert: we know the answer). Because milk doesn’t just “come from cows”, it comes from mothers. Cows don’t have to be milked any more than humans, dogs, giraffes, or any other mammal casually minding their own business have to be milked. The reason cows are milked is because we have turned their reproductive labour into a product; and then a very powerful marketing team convinced the world that humans couldn’t possibly live without drinking the milk of another species. But if we believe in bodily autonomy, then we have to ask where that belief begins, where it ends, and why it so often stops at the border of our own species. Liberation cannot be selective: a world built on domination will always find new bodies to dominate.

For anyone who wants to dig a little deeper, we recommend reading:

📙 The Sexual Politics of Meat by Carol J. Adams; the ecofeminist classic on patriarchy, animal exploitation, and the bodies we are taught to consume.

📗 Aphro-ism by Aph Ko and Syl Ko; a brilliant collection of essays connecting Black feminism, veganism, racism, speciesism, and liberation.

📘 Ecofeminism by Vandana Shiva & Maria Mies; to understand patriarchy, colonialism, capitalism, women, land, agriculture, and extraction.

18/06/2026

When we developed Le Gratiné, we had two options. Option one: conduct thorough market research, gather consumer insights, build a 87-slide deck about meltability, flavour, mouthfeel, bubbling behaviour, stretch potential, and emotional support capacity. Option two: ask Charlie. Spoiler alert: we picked option two, not only because it was quicker, but also because please look at her. And guess what she said? She said: “It’s ready to launch, guys.” Well, technically first she said nothing, because she was very busy committing fully to the slice, and then she slightly burnt her mouth because patience is a social construct and hot pizza is one of life’s most difficult ethical dilemmas. Anyway, our very serious tiny focus group approved, so if you haven’t, you should give it a try 🍕(and yes, the salami is vegan, obvs)

Sam Hill

11/06/2026

10 YEARS OF NEW ROOTS 🥳🎊🎈

Ten years ago, we had a very unreasonable dream: to revolutionise the dairy industry (starting with Switzerland, because why not start with the final boss?). To put it in more diplomatic terms: we want to honour cheese traditions while respecting animals and the planet. Wild, we know. Since then, that dream has become a community, a craft, a factory, a family of products, and a movement we feel ridiculously grateful to be part of. So obviously, we’re celebrating: for our 10-year anniversary, we’re opening our doors for a day of delicious food, fresh drinks, tastings, behind-the-scenes sneak peeks, conversations, music, and a very generous amount of fun. It will be a moment to look back at everything that brought us here, and to dream together about what comes next. Entry is free, and a big appetite is highly recommended. Bring your friends, your family, your colleagues, your curiosity, and ideally a positive attitude (but grumpy people are welcome too, as long as you know you’ll probably leave in a much better mood than when you arrived). We can’t wait to celebrate this milestone with you 💃🏼🕺🏾🪩

Full program on EventBrite (link in bio)

03/06/2026

„Wenn wir ein Ernährungssystem wollen, das besser ist für Tiere, Menschen, Landwirt:innen und das Klima, müssen wir beim Boden anfangen. Lupinen ermöglichen es uns, hochwertige pflanzenbasierte Lebensmittel herzustellen und gleichzeitig die landwirtschaftliche Vielfalt hier in der Schweiz und in den umliegenden Regionen zu fördern.“

- Freddy Hunziker, Mitgründer von New Roots

Das Schweizer Unternehmen New Roots erweitert sein Sortiment im Bereich der pflanzlichen Käsealternativen. Mit der Markteinführung von „Le Gratiné“

02/06/2026

Fancy glittery handbags were clearly designed for the kind of big night out where you only bring the absolute essentials; which is why, naturally, there is room for Le Gratiné. Some people may argue that Le Gratiné is not technically a “night out essential,” but 1/ you don’t need that kind of negativity in your life, and 2/ those people have probably never arrived at a dinner party where the pasta was almost perfect but missing something (we’ll give you a hint: it’s melty, lactose free, and animal exploitation free.) We’re not gonna tell you what shoes to wear, who to kiss, when to leave the party, or whether you should text your ex (cause you already know the answer to this one), but we can say with full confidence that if your handbag is big enough for Le Gratiné, your priorities are exactly where they should be.

26/05/2026

At some point in history, someone with excellent priorities looked at sliced potatoes and thought: what this needs is cream, salt, pepper, maybe a little nutmeg, and an oven. Were ovens already invented at that point? Maybe. Is this a historically rigorous account of gratin anthropology? Maybe not. But for the sake of this story, emotions (and flavours) are more important than facts, so bear with us. Moving on; at some much more recent point in history, we came along with our own excellent priorities: dismantling the dairy-industrial complex, while still making sure everyone can slice potatoes, mix them with cream, salt, pepper, maybe a little nutmeg, and put the whole thing in the oven. Cows get their well deserved freedom, you get your well deserved gratin, and we get to write unnecessarily long and complicated captions on social media. And that, my friends, is called progress.

19/05/2026

Every now and then, we hear from organic shops who feel disappointed that New Roots products are also available in supermarkets. And to be honest, we understand where that feeling comes from. New Roots was born in small communities, organic shops, and the kind of places where people still read ingredient lists; and we will always be deeply rooted there. But our mission was never to stay inside one distribution channel. Our mission is to change food systems: not in theory, not in a niche corner, not only for the already-converted, but on a scale big enough to matter. Because if we want more high quality, organic, plant-based, fermented foods to replace animal products, they need to be accessible to more people. If we want to move the needle towards more justice for the animals and the planet, we need to make the change as efficient as possible. This is not about growth for the sake of growth (capitalism already has enough motivational posters!). For us, it’s about impact: for animals, farmers, the planet, and the way we nourish ourselves. By generating revenue, we also make sure tu support projects that go hand in hand with our mission: over the past 10 years, thanks to this mission and our 1% for the Animals initiative, we’ve donated around CHF 600,000 to animal sanctuaries and farmers transitioning away from animal exploitation. Our roots are in organic stores, but our responsibility is bigger than that. We hope everyone understands 🫶🏻

15/05/2026

Officially, Le Gratiné was created for pasta, pizza, gratins, rösti, lasagna, nachos, baked potatoes, and all the socially acceptable situations where grated cheese is supposed to be melted on top of something. But then again, society also told us cows milk is a normal thing for humans to drink, so clearly it’s been wrong before. So yes, you can sprinkle it over a bubbling dish of lasagna like a responsible adult with a meal plan; but you can also eat it straight from the bag, standing in front of the fridge. “Serving suggestions” is a social construct, don’t let anyone tell you how to live your life 🪤