Lionel Boyce. Photography courtesy Daiya
Daiya has partnered with The Bear star Lionel Boyce to promote its recently reformulated dairy-free cheese.
To celebrate its “cheese dupe,” the brand set up a “Fromage Forgery” stall in New York City, where more than 350 people lined up to try a dairy-free grilled cheese. Boyce took on the role of salesman.
"When Daiya approached me to be a part of Fromage Forgery, I thought it was super cool that they wanted to be viewed as a brand for everyone rather than just for people with dietary restrictions. That and the fact that they were down to let me put a ponytail wig on were key selling points,” Boyce said in a press release.
Daiya is also teaming up with Ian Charms to drop a free, limited-edition beaded necklace inspired by Fromage Forgery.