Flavor focus: Good Culture’s pumpkin spice-inspired cottage cheese

Cottage cheese is on a growth trajectory in the US in both volume and pricing terms. According to Circana, the category was the third fastest-growing edible dairy segment in 2023, up 11.7% in brand growth and 5.7% in private label growth. Fast-forward to May 2024, volumes (13.5%) and pricing (16%) continued to surge.

Yet, the category remains fairly small, leaving plenty of runway for manufacturers to innovate with flavors, claims or pack sizes​.

In an attempt to shake up the segment, Good Culture recently launched its first seasonal cottage cheese flavor: Organic Pumpkin & Spice. The idea was to combine the appeal of pumpkin spice – itself often present in high-sugar and calorie snacks and beverages – with cottage cheese’s nutritional benefits. The result is a product that packs just 9g of total sugars (of which 6g added) along with 16g of protein, 5g fat, 10g of carbs and 150 calories per serving; and organic ingredients resulting in a cleaner label.

‘Flavored options are expanding’

Jesse Merrill, CEO and co-founder of Good Culture, told us that flavored cottage cheese is experiencing growth as consumers seek new, versatile ways to enjoy high-protein dairy.

“While plain varieties remain more common, flavored options are expanding, driven by demand for unique innovations,” the CEO told us. “The most common pairing is fruit and cottage cheese - pineapple, strawberry, and so on - the single serve fruit category is over $100m in retail sales annual [MULO, L52].

He said that the company aims ‘to bring something fresh and exciting to the cottage cheese category while staying true to our commitment to simple ingredients, high-protein, and a thick, creamy texture’. “Good Culture's Pumpkin & Spice Cottage Cheese adds an exciting seasonal twist, showcasing how flavors can elevate the category and drive consumption in new varieties, like fall snacks or as a protein-rich alternative to desserts,” Merrill added.

Pumpkin is the most popular seasonal flavor in the US, with more than $1bn in pumpkin-flavored sales, making it a must-have for brands during this time of year.

As for use occasions, Merrill said the company envisions shoppers consume Pumpkin & Spice Cottage Cheese as a fall-inspired snack, paired with granola or fruit, or as a protein-packed addition to breakfast bowls. “Its creamy texture and warm seasonal spices also make it a great ingredient for creative holiday recipes, from dips to festive spreads, and even pumpkin pie, allowing for indulgence without compromising on nutrition,” the chief executive added.

Besides nutritional benefits, modern consumers gravitate towards products with clean labels, with the healthy snacks segment expected to grow at a faster rate than traditional snacks according to Nielsen IQ. “Consumers are increasingly prioritizing clean, nutrient-dense foods, making claims like lactose-free, high-protein, and organic essential drivers of purchase decisions,” Merrill said. “Good Culture’s commitment to these attributes resonates with health-conscious shoppers who are seeking products that align with their wellness goals while delivering flavor and quality. These claims build trust and differentiate the brand in a competitive market.”

Looking ahead, the CEO said the company was looking at exploring ways to innovate flavor and format options across its product lines, including potential brand collaborations – but remained tight-lipped on the details.

“There's untapped potential in bringing more bold, exciting flavors to the cottage cheese, sour cream, and cream categories, along with functional benefits like higher protein content,” Merrill said.

“Consumers are seeking versatile, healthy options that go beyond traditional uses, which helps with innovations and partnerships like savory spreads, dips, or meal additions that deliver both nutrition and great taste.”

Good Culture’s Organic Pumpkin & Spice Cottage Cheese is exclusively available at Whole Foods Market from September 4 to October 29, 2024.