Cheddar AFC Teams Up With Vegan Cheese Brand Violife For Shirt Sponsorship

Ex-Lioness Karen Carney has been recruited to help the players embrace a more plant-based diet.

Vegan cheese brand Violife has announced its partnership with Cheddar AFC to highlight that if the town of Cheddar can go plant-based, then anyone can.

As part of the push, the players will sport an unbelievably cheesy new kit featuring a world-first grated design and an upgraded plant-based version of the Club’s historic crest.

The push comes off the back of research by the brand that found 41% of Brits say they would miss cheese too much to go plant-based or vegan. It also identified that 23% of all plant-based diets end due to the irresistibility of cheese.

Jess Millner, senior brand manager at Violife, said: “If the people of Cheddar can embrace Cheddarton and still stay cheesy, anyone can. We know that the idea of switching to a plant-based diet can seem like a big leap and clearly many are worried about how they would feel without some of their favorite foods, so we’ve set out to demonstrate just how easy it can be while communicating that you can make simple switches without having to sacrifice on taste or texture.”

Sports journalist and committed vegan Karen Carney is working with the club to share her experience of switching to a plant-based diet in 2018.

Ollie Edwards, deputy executive creative director at Good Relations, said: “When Violife challenged us to show how plant-based cheddar has upped its game, we knew exactly who to turn to. If even ‘The Cheesemen’ could be tempted into adopting a plant-based lifestyle then we knew we had a chance of beating the world’s most famous cheese on home turf. Thankfully, both club and players had an appetite for change and we hope it pays off for them on the pitch this season.”

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