Violife is betting on dairy-free cream cheese in 2024 with the launch of its Wiiildly Good Breakfast Club and a message to consumers: "I would like to buy you breakfast."

The brand is teaming up with Travis Barker, legendary drummer and producer of blink 182, to buy consumers their very first breakfast of the year: a bagel with dairy-free cream cheese.

Wiiildly Good Breakfast Club is a digital one-stop-spot that caters to anyone seeking out plant-based breakfast and more without compromising on taste or quality, the company said. In addition to instructions for snagging free breakfast, the hub will feature New Year's resolution inspiration as well as additional promotions and content all January long.

"The New Year offers the chance to shift your mindset, reset, and create better habits," said Olga Osminkina-Jones, Violife's global president and chief growth officer. "In the words of Travis Barker 'our products are f*cking awesome' (excuse my French), which is why we are inspiring better habits by offering animal-free bagels and Violife dairy-free Cream Cheese. You can stick to your plant-based, animal-free resolutions without compromising on taste."

Violife's month-long initiative to overhaul Americans' breakfast begins on Jan. 1, and promotions will continue throughout the month.