Cauldron Foods is rolling out a duo of new tofu variants in “on-trend” flavours.
Hoisin Tofu ready to eat pieces and Quick & Tasty Smoky BBQ Tofu ready to cook block have hit shelves at Waitrose today.
They will roll into Ocado on 11 April and Tesco on 9 May (rsp: £2-£2.50/160g-220g).
The launches responded to “consumer demand for healthier, more sustainable and convenient products with greater flavour excitement, in order to accelerate the growth of the tofu category”, said Cauldron.
Head of Cauldron Tom Lindley said: “These two formats have been developed by our senior development chef, Stu Henshall, to cater to the growing demand for on-trend flavours in plant-based.”
“Research has shown that more than 70% of consumers would buy both new products, so we’re confident that they’ll be a sales driver for retailers within chilled,” Lindley added.
It comes as Cauldron grew its sales by 1.1% to £32.1m over the past year [NielsenIQ 52 w/e 11 September 2021].
But it isn’t the only brand attempting to shake up the tofu category. Competitor the Tofoo Co last week unveiled it had partnered with Flying Goose to create a new sriracha tofu.
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