Lionel Boyce, Daiya's first Fromage Forgery Salesman on Canal Street in NYC
Subscribe to our Free Newsletter to Stay Up-To-Date on Events in your City
Deets: Dupe culture has taken the world by storm, making luxury products more accessible than ever before. But unlike with bags, jewelry, and make-up, no food brand has dared step into that space. On January 25th, dairy-free brand Daiya launched Fromage Forgery – a project with the simple goal of spreading the brand’s uncanny cheese dupe to the masses with the help of actor Lionel Boyce.
Daiya's recently reformulated dairy-free cheese (with its revolutionary Daiya Oat CreamTM blend) melts like dairy, officially achieving 'cheese dupe status.' To celebrate this feat, Fromage Forgery took over Downtown New York City, where over 350 people lined up throughout the day to nab a nibble of the now-famous cheese dupe from a lo-fi stall—a nod to the neighborhood’s rich legacy of democratizing luxury experiences for all.
Lionel Boyce, writer, producer and actor on the award-winning series The Bear, took on the role of the company’s first Fromage Forgery salesman, an overzealous rookie responsible for pitching people to try Daiya’s newest innovation in its finest form – the humble grilled cheese.
“The beauty of contemporary dupe culture is that it opens high-end luxury to the masses. This trend aligns with similar beliefs held at Daiya: that everyone is deserving of a bite of high-quality dairy free cheese, and nothing should stand in the way.”
Hint for the Average Socialite: Beyond the activation, Daiya is teaming up with Ian Charms – today’s most duped jewelry brand known for its vibrant beaded necklaces worn by celebrities such as Doja Cat, Justin Bieber, and many more. Together, they are dropping a free, limited-edition beaded necklace inspired by Fromage Forgery. On January 30th at 6pm EST / 3pm PST people will be able to participate in Ian Charms’ first-ever giveaway for a chance to win 1 of 50 free necklaces, typically available only at premium prices. For more information on how to enter, visit @daiyafoods!
What’s Trending: @daiyafoods
