Plant-based supplier Cauldron Foods has launched Tofu Pieces, claiming it to be “the quickest cooking tofu ever”.
Ready to eat in five minutes, with no need to press, the NPD comprises lightly fried, bite-sized cubes of unflavoured tofu. It was “set to disrupt the market”, the Monde Nissin brand said, and was “the perfect base ingredient for aromatic, veg-packed curries and stir-fries or flavourful flatbreads and salads”.
Tofu Pieces (rsp: £2.75/160g) is available now from Asda. It will be in Morrisons later this month and in Waitrose from spring.
“Shoppers are busier than ever, looking for convenient and delicious meals that don’t cost the earth, and this is even more evident in January,” said Gill Riley, consumer director at Cauldron.
The new Tofu Pieces – which joins the brand’s quick-to-cook Marinated Tofu and Hoisin Tofu – was made “choosing the best protein simple, with minimal cooking effort or expertise required”, she added. “Evenings will be that bit easier for all shoppers with a delicious solution that’s good for you and also kinder to the planet.”
The launch comes after Cauldron last year saw value sales fall 9.7% to £16.1m on volumes down 15.1% [NIQ 52 w/e 7 September 2024]. At the same time, the larger meat-free category shed £37.2m and 5.3 million kilos, amid shopper concerns over higher prices and ultra-processed goods.
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