Jay&Joy has been pioneering plant-based cheeses since 2015, combining taste, quality, and sustainability. In this exclusive interview, CEO César Augier shares how the company is reducing environmental impact through innovative recipes, recyclable packaging, and thoughtfully designed products that delight consumers while protecting the planet.
- Jay&Joy has recently introduced recyclable and lighter packaging for some of its hero products. Can you walk us through the design process and the main challenges in achieving this reduction in weight and material use?
At Jay&Joy, we’re constantly pushing ourselves to find smarter, more sustainable ways to package our products. Reducing our environmental footprint is not just a goal, it's a responsibility we fully embrace. Recently, we re-launched our Jean-Jacques, Jeanne, and Joséphine cheeses in 100% recyclable packaging that's 10 grams lighter. That small change adds up to thousands of kilos of waste avoided every year and just as many pieces of packaging that no longer end up in landfills or recycling bins. We also reduced the size and weight of the cardboard trays we use for transport. Which means we can put more products on one pallet and decrease the CO2 impact of our transport.
Our design process is highly collaborative, we work closely with suppliers, designers, and sustainability experts to develop packaging that protects product quality while minimising impact. Every detail is considered, from the shape and size of the pack, ensuring that function, aesthetics, and sustainability go hand in hand. The main challenge, for me at least, is the time it takes to execute such changes as you need to align and work with the constraints of everybody involved: suppliers, logistics, quality control, marketing and buyers.
- How does your approach to packaging reflect the broader shift in food retail towards tangible reductions in environmental impact, rather than relying on carbon offsetting alone?
Our goal is to build sustainability into the foundation of our operations not to treat it as an afterthought. As food retailers and producers, we have a responsibility to move beyond symbolic gestures and implement solutions that create meaningful change at the core of our business. For us, that means reducing our environmental impact at every step, from sourcing and production to packaging and distribution and continually challenging ourselves to do better.
- What role does consumer feedback play in your packaging decisions, and how do you balance sustainability with shelf appeal and product preservation?
While our priority is always to reduce environmental impact, we know that packaging also needs to protect the product and attract attention in store. That’s why we involve consumers throughout the design process, testing new materials and formats to ensure our solutions are eco-friendly, practical in real life and reaches the same quality standards.
- Plant-based alternatives can reduce greenhouse gas emissions by up to 90%. How do your products specifically contribute to this reduction, and what sets your formulation process apart from others in the market?
Our cheese alternatives produce around 10x less greenhouse gas emissions than traditional cheese. Our products also generate better water and ground usage than traditional cheese. This is mostly because we skip the animal breeding part of the process. However we want to do more, this is why seek solutions to improve our industrial processes, logistics, supply chains and of course packaging.
We also differentiate ourselves from others in the market by producing cheeses with a short list of only natural ingredients, free from additives and without conservatives. We want our cheese to be good for the planet but also healthy and of course tasty!
- Jeanne, your blue cheese alternative, is a standout in terms of both taste and sustainability. What was the inspiration behind creating such a complex product, and how did you replicate the flavour profile in an eco-conscious way?
Jeanne was born from our desire to create a plant based blue cheese that didn’t ask people to compromise on taste, texture, or sustainability. We were inspired by the rich and complex character of traditional blue cheese and challenged ourselves to recreate that experience using only plant-based ingredients. By carefully selecting and fermenting organic cashews and using traditional French cheesemaking techniques and ferments, we were able to achieve the bold flavour profile people love without the environmental footprint of dairy. Jeanne perfectly reflects our mission to make exceptional and sustainable alternatives that are both indulgent and planet friendly.
- Jay&Joy has been pioneering plant-based cheese since 2015. How has your sustainability mission evolved over the years, and what are the core values that continue to guide your innovation today?
Since launching in 2015, our mission at Jay&Joy has always been rooted in sustainability, and that commitment has only grown stronger over time. We've focused on creating plant-based cheeses that not only taste great but also drastically reduce environmental impact. Studies show that plant-based alternatives can cut greenhouse gas emissions by up to 90 percent, and that drives us to keep improving. Today, we continue to innovate with the same core values: reducing waste, using fewer resources, and making sustainable food choices accessible to more people. Every product we create is a step toward a more responsible and inclusive food system.
- Your recent expansion into the UK market is a major step. What strategies are you using to introduce Jay&Joy to new consumers, and how do you communicate your sustainability credentials in markets outside of France?
Jay&Joy’s expansion into the United Kingdom through select independent stores and online retailers including Planet Organic Abel&Cole, Alternativestores, VeganKind, Earth Natural Foods and Village Wholefood marks just the beginning of its broader European push. We continue to seek new partnerships to strengthen our sustainability mission while keeping the products accessible and reasonably priced.
- Are there specific criteria you look for when partnering with independent retailers and online platforms to ensure alignment with your environmental goals?
Yes, when choosing to partner with independent retailers and online platforms, we look for those who share our values around sustainability, organic sourcing, and promoting alternative food choices. It's important to us that our partners are committed to offering high-quality, ethically produced products and are equally passionate about reducing environmental impact. We prioritise collaborations with retailers who support organic farming practices, plant-based products, and transparent supply chains.
- Looking ahead, what innovations or sustainability initiatives can customers expect from Jay&Joy in the next 12–18 months?
We have just launched Albert in the UK which is a 100% plant-based organic alternative to camembert made from cashew nuts and French soy and presented in a minimal amount of recyclable packaging.
Jay&Joy’s commitment to sustainability, innovation, and quality shows that plant-based alternatives don’t require compromise. From thoughtfully designed, recyclable packaging to bold, flavourful cheeses, the brand continues to lead the way in creating products that are good for people and the planet — proving that taste, ethics, and environmental responsibility can go hand in hand.