No.

Its chief executive, Hille van der Kaa, admits the appetite for vegan cheese is low right now, but her company is targeting a "silent revolution" by swapping cheeses people don't often think about."If you buy frozen pizza, you don't really think of what kind of cheese is on that," she explains. "So it's quite easy to swap."

"People don't want to buy biomass we produce, let's shove it down their throats the way they are less likely to notice"