The Tofoo Co has partnered with sriracha mainstay Flying Goose to create a new sriracha tofu.
Its new tofu blocks are infused with chilli and marinated in sriracha, which the brand said gave it a “spicy and tangy flavour”.
The NPD, which will hit Waitrose in April and Tesco in May, was “one of several NPD launches planned for 2022” and part of a strategy “to help tackle consumer perceptions” of tofu, said its co-founder David Knibbs.
There was “something just fun and joyful when you bring brands together, and this is such a good marriage”, he said.
It comes as the brand is currently investing £2m into its operations “to further improve process and efficiences”, said Knibbs.
The sriracha tofu is the latest in a series of launches from the brand. December 2021 saw it boost its presence in supermarket freezers, for instance, with the launch of a ‘straight to wok’ frozen tofu duo.
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