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Cultural powerhouse Bozoma Saint John doesn’t fit in a box, and neither should your diet. Violife®, the #1 dairy free cream cheese brand in the U.S.,* is announcing a groundbreaking collaboration with the renowned executive and tastemaker to champion a simple philosophy: never settle for mediocrity, whether in business or at breakfast.
Through real, unfiltered moments from Bozoma’s life, the campaign proves that extraordinary taste and authentic living go hand in hand. Dairy free by choice, flexitarian by design, or simply someone who knows the difference between “good enough” and exceptional – Violife’s cream cheese and coffee creamers meet you exactly where you are.
“I’ve never been interested in ‘good enough’ – not in a boardroom, not at breakfast,” says Bozoma Saint John. “Violife isn’t just the best dairy free cream cheese. It’s the best cream cheese, full stop. It’s not a diet choice; it’s a taste choice. And I don’t compromise on either.”
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Violife Declares Settling is Not an Option
Drawing from consumer research, Violife uncovered a striking reality: 96% of dairy free cheese shoppers also purchase dairy cheese for their household, and 57% of people following specific diets break their own rules. Rather than shame these everyday choices, Violife and Bozoma celebrate them, recognizing that being human means choosing what works for your life, even when it doesn’t follow the “rules.”
The campaign acknowledges what research confirms: today’s consumers aren’t seeking products that just accommodate dietary restrictions – they’re seeking superior taste. And they’ll choose it whether or not dairy is part of their diet.
“Boz has always said the quiet part out loud, and so do we,” said Olga Osminkina-Jones, Group Chief Marketing Officer for Flora Food Group. “Choosing dairy-free isn’t about giving something up — it’s about having different standards. At Violife, we’re not creating alternatives; we’re creating the new benchmark for taste, joy, and choice for those who choose to or need to eat differently.”
From her executive leadership at Apple Music, Uber and Netflix, to her recent engagement celebration, Bozoma has built her career on one principle: never settle. That same standard applies to the breakfast table, where Violife delivers the excellence, she demands everywhere else.
*Nielsen, U.S. Unit Share of Alt Cream Cheese, latest 26 weeks, week ending 9/6/25. Violife® dairy free cream cheese: 41.2% Unit Share in such category.
