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Honestly Tasty has today (18 September 2025) announced its acquisition of fellow UK artisan vegan cheese brand La Fauxmagerie.

La Fauxmagerie was founded in 2019 by Rachel and Charlotte Stevens. The brand, which offers a range of artisan dairy-free cheeses made with 100% plant-based ingredients, is based in London.

Prior to the acquisition, its range was available from the Cheese Cellar – a wine and cheese restaurant located in the basement of vegan restaurant Purezza in Camden, London – as well as through a retail partnership with British supermarket Waitrose. Purezza acquired a majority stake in La Fauxmagerie as part of a merger deal in 2023.

Honestly Tasty, founded in 2018 by Mike and Beth Moore, will now take full ownership of the La Fauxmagerie brand, driving product innovation and expanding its availability. The company has been making La Fauxmagerie cheeses for over a year, and will now move from production partner to parent company of the brand.

A new dedicated online store will be opened for La Fauxmagerie, while its previous website will become Saporia: a broader plant-based marketplace platform offering a wider range of products.

Tim Barclay, founder of Saporia, said: “La Fauxmagerie’s store was pioneering, but Saporia takes things further – we’re not just a cheesemonger, we are a full marketplace that celebrates the best plant-based flavours from around the world.”

La Fauxmagerie’s core range will remain the same, but Honestly Tasty said it plans to introduce exciting new cheeses into the range following the acquisition.

Mike Moore commented: “Taking full ownership means we can innovate, expand the range and keep the exceptional quality and craftsmanship that people love”.

Co-founder Beth added: “We’re dedicated to bringing more choice, innovation and artisan quality to plant-based cheese fans everywhere. This acquisition is about nurturing La Fauxmagerie’s legacy while growing its reach for years to come.”

The financial terms of the deal were not disclosed.