After acquiring LNA (New refiners), The French pioneer of plant substitutes for Jay cheese&Joy incorporates her products under his brand into the organic network. This operation is materialized by the return of the former refinement of Albert, now marketed under the name Albert at Jay&Joy.
Albert, Formerly known as Albert's refinement, created by Les Nouveaux Affineurs (LNA), joins the Jay range&Joy. It will be distributed via the main organic wholesalers (Green Relay, Vitafrais and Biodis), and initially available within a large network of specialized brands such as Koalibio, Satoriz, Bio World, Accord Bio and Comptoir de la Bio. Positioned in the category of plant substitutes with character, Albert is appreciated for its thin flowery rind, its soft heart and its aromas which intensify with time. He is clearly different from Joséphine, another iconic Jay refiner&Joy, with a more assertive profile and powerful flavors. Jay's acquisition of LNA&Joy in January 2025 aims to bring together the expertise of the two brands in order to strengthen the vegetable cheese category in organic circuits, by increasing the presence of products in stores and expanding the assortment offered. The integration of LNA’s flagship products into the Jay range&Joy is part of this dynamic : it makes it possible to enrich the available offer while offering these references a wider distribution, more stable and better structured than under their original brand. The addition of Albert thus strengthens the offer offered to consumers, this product is among the most requested and consumed in the LNA range.
A long-awaited return
“This merger with Les Nouveaux Affineurs represents a fantastic opportunity to continue to democratize plant-based cheese.. Albert will help attract new consumers. Powerful and creamy, with a short list of ingredients and a manufacturing process inspired by traditional cheese making, Albert is simply stunning. Its return was eagerly awaited by consumers of organic circuits, and I invite all cheese lovers who have never tasted a plant-based alternative to try Albert ! », welcomes César Augier, Jay's general manager&Joy.
A growing market
The French market for plant-based cheese substitutes is experiencing exceptional growth. In 2023, it represented 605,000 kg in volume and 10,1 million euros in value (source : Good Food Institute Europe). Between 2021 and 2023, this category recorded a 136% increase in volume, demonstrating the growing consumer interest in these products. With this dynamic, Jay&Joy intends to accelerate the development of this promising category thanks to the integration of Albert into its offer intended for the organic network. Created in 2015, Jay&Joy is the first organic plant-based cheese factory in France. It is present throughout France and in 10 European countries.
