Celebrity chef Gordon Ramsay, once infamous for his digs at vegans, has taken a sharp turn in the kitchen. Ramsay has teamed up with Flora, the famous UK-based spread brand, as its global ambassador, marking a bold new chapter in Flora’s “Skip the Cow” campaign.

Flora, established in 1964, has long been a household name in the UK with its wide range of spreads and butter blocks. However, it wasn’t until October 2023 that the brand went fully vegan, removing dairy from its products entirely. This transformation made Flora’s entire line plant-based, aligning perfectly with its sustainability goals. Soon after, the “Skip the Cow” campaign was launched to encourage consumers to pause and rethink their relationship with dairy, offering Flora as a delicious and sustainable alternative.

The “Skip the Cow” campaign was designed to challenge the perceived normality of dairy. With a message that Flora is delicious and creamy—but without the “weird cow bit”—the campaign asked consumers to reconsider the process of pumping plants through cows to make butter. Instead, Flora offers a 100% plant-based alternative that’s perfect for cooking, baking, and serious spreading. Now, with Ramsay at the helm, Flora is doubling down on its mission to make plant-based living the new normal.

Known for his fiery temper and unapologetic opinions, Ramsay hasn’t exactly been a friend to vegans in the past. From mocking plant-based dishes on his shows to declaring, “I’m allergic to vegans,” his turnaround is as shocking as it is intriguing. But over the years, the chef has softened his stance, experimenting with vegan recipes and even adding plant-based options to his restaurants. Now, he’s taking it a step further by putting his name behind Flora, a product he says has “blown him away.”

“I believe in good, honest cooking with quality ingredients, and I can genuinely say, Flora has blown me away. From scrambled eggs to chocolate cake, I have put the product through its paces. It gives me the creaminess and rich taste I get from butter, whilst being more sustainable. I would encourage home cooks to make the switch, try it for themselves and see what they can create!” Ramsay said.

Flora’s plant-based butter is made from seven natural ingredients and boasts a 75% lower climate impact than traditional dairy butter. The brand’s partnership with Ramsay aims to show that sustainability doesn’t mean sacrificing flavor or performance. Whether it’s fluffy pancakes, rich risottos, or decadent desserts, Ramsay will demonstrate how Flora can elevate everyday dishes.

Jorn Socquet, Chief Marketing Officer for Flora Food Group, shared his excitement about the collaboration, “I couldn’t be prouder to announce our new ‘Skip the Cow’ campaign featuring the iconic Gordon Ramsay. This campaign represents a bold step forward in showcasing the incredible versatility and taste of Flora for cooking and baking. Gordon’s passion for exceptional food aligns perfectly with our commitment to innovation and offering sustainable, dairy-free alternatives that don’t compromise on flavour or performance. And if Gordon Ramsay thinks it’s good, who are we to disagree?”

The timing couldn’t be better. A recent Flora survey revealed that 48% of Brits are stuck in a culinary rut, relying on the same five recipes. Half of them (51%) find cooking a chore, and nearly a third (30%) feel confident preparing only a handful of dishes from scratch. Ramsay hopes to change that by inspiring home cooks to break out of their routines and try something new.