There are 2 simple reasons why dairy cheese is cheaper than plant-based - scale and subsidies. The first we can control, the second we're looking to influence. We're not expecting governments to stop subsidising the dairy industry but will be campaigning for similar subsidies for plant-based goods

We've partnered with the Green Protein Alliance, the largest network of it's kind in the Netherlands. No one is  grabbing the bull by the horns so we're aiming to lead the charge. Via the GPA, and the Dutch Vegan Societies, we will have strong backing.

For those who've read our Guardian article you'll know where we stand when it comes to the naming of plant based products. It is also a long-term mission of ours to enable plant-based products to use dairy wording and phrases in our communication and marketing. We'll be using it regardless.