How do you get people to buy your plant-based cheese, when you’re not allowed to call it a cheese? Stockeld Dreamery, a Swedish food-tech, are re-inventing the food they love to make it more sustainable. First in line to launch was their non-dairy cream cheese. But people didn’t get it – not what it was nor how to eat it. So, we stepped in to turn it into something understandable and yummy – and started by refining the narrative with focus on one thing only – the bagel.