New York-based Armored Fresh, after raising $23 million in Series Pre-B funding, launched its plant-based cheese products in more than 100 supermarkets located throughout New York City. 

Realizing it competitiveness on the vegan stage, the global food tech company is debuting three types of cubed cheese — cheddar, plain, blueberry — to American consumers for the first time through retail distribution in Key Foods, Met Fresh, C Town, City Acres, & Associated stores throughout Manhattan and Brooklyn. 

Starting late November, Armored Fresh Cubed Cheese also will be available for purchase nationally on the Armored Fresh website, it says.    

The company explains that its plant-based cheese is made using an innovative technique that mimics the process of creating dairy cheese, substituting almond milk and plant-based lactic acid. This gives Armored Fresh's cheese a soft texture comparable to that of regular cheese and its characteristic fragrant flavor. 

The addition of 'Key-mix,' infuses nutrients to create a healthy, plant-based cheese that doesn't sacrifice taste. The plant-based cheese also contains protein at a level similar to that of dairy cheese, with up to 20% per 100 grams, it adds.

The company's expansion in the New York regional market signifies their entry into the global vegan market, with the United States being Armored Fresh's first selling point. The launch was celebrated  during a special event at New York Jean-George restaurant abcV on Oct. 24. 

Additionally, Armored Fresh will announce its presence in a big way: by unveiling a billboard on 49th Street and Broadway, making it the first Korean Food Tech Company to have an advertisement in Times Square.

"It's a great privilege and pleasure of mine to be able to partake in this exciting launch of Armored Fresh Cheese. We understand that the US market for cheese is one of the biggest in the world and there is a need for great tasting plant-based cheese,” says Daniel Yang, Sales Manager of Armored Fresh USA. “Understanding the demand from consumers for a cheese that taste great and provide great nutrients is a passion of our company; therefore, to be able to be part of that change is truly exciting for me." 

The company says it has plans to expand to New Jersey by end of year through retail distribution in over 300 stores and is in discussion to enter national grocery retailers including Kroger, Wegmans, Albertsons Companies, U.S. Foods, United Natural Foods (UNFI) and Kehe. Armored Fresh also plans to focus on securing various offline distribution networks to expand its contract points with global consumers.