UK supermarket giant Sainsbury's will be expanding its immensely popular vegan cheese (AKA 'Gary') range.
The supermarket was stunned when sales of its coconut-based cheeses exceeded projections by a staggering 300 percent.
The cheese hit headlines when a disgruntled non-vegan on social media suggested it should be called 'Gary' - as it 'isn't cheese'.
The moniker stuck - and thousands of vegans continue to refer to dairy-free cheese as 'Gary'.
Keen to capitalize on the growing market, the retailer has added a number of plant-based options to its shelves.
It already offers Greek-style cheese, cheddar, cheddar with caramelized onions, and Wensleydale-style with cranberries.
This fall, customers will be able to pick up a blue cheese flavor - designed for Christmas cheese boards.
Alexa Masterson, Sainsbury’s product developer for Deliciously FreeFrom said: "When ‘Gary’ went viral last year, the positive response from customers was fantastic.
"It became very clear that the Deliciously FreeFrom range, as well as being a great option for customers with allergies or intolerances, is also increasingly popular with those who choose to avoid certain foods – vegans were among the earliest adopters of our coconut-based alternatives to cheese."
According to the company that manufactures the blue cheese for Sainsbury's: "It goes so well with fruits like pears and old English apples such as Russets and Granny Smiths, but it will also add a new flavour twist to all your meals.
"Lots of American recipes actually use Blue: for salad dressings, vinaigrettes, dips, in potato cakes or shaved into salads (accompanied with walnuts and a glass of Sauterne, well, just saying).
"It is perfect between granary bread with slices of beefsteak tomato & a big pinch of fresh tarragon, and absolutely lovely in a Blue Sheese coleslaw.
"But topped with herbs, paprika and a sprinkle of olive oil, the Blue Cheese is fabulous toasted or cooked in general too."