Tofoo Co readies alt meat beating sales boosting strategy

Tofu sales are growing in Europe as consumers aim to eat less meat, but search for clean-label

(Image: Getty Images)

Fast-growing The Tofoo Co is a big-name brand in the plant-based protein market, but the business is eyeing further growth.Tofu is making a comeback, supported by hype from brands including The Tofoo Co, which is seeing sales up considerably – and not only during the month of ‘Veganuary’.

In 2023, around 13% of Europe’s so called flexitarians ate tofu, tempeh or seitan up to three times a week, with 11% chowing down on tofu more than four times a week, Statista data shows.

The market is set to grow from $660m this year to $1.1bn by 2030 at a CAGR of 12.27%, which is a robust trajectory that The Tofoo Co is rising to.

Turnover ramped up 20% year-on-year to over £23m last year, says managing director David Knibbs. Turnover in his division jumped 100% from nothing in the last 16 months.

Tofoo Co on casual dining menus“We’ve seen lots of major casual dining chains like Wagamama, Giggling Squid and Slug & Lettuce join us, as well as some amazing independents,” says Knibbs.

The Yorkshire, England, based company has a refined portfolio covering tofu, seitan and tempeh.

Its tofu range consists of:
Naked
Naked XL
Stir Fry
Smoked 
Teriyaki 
Sriracha 
Scrambled
Marinated sweet chili cubes
Lightly spiced pieces
Smoky BBQ strips 
Veggie balls
Dippers
Burgers 
Katsu pieces

Having previously grown at smaller rates, the business “has now reached a stage where there’s a huge number of products in our portfolio that are doing well”, says Knibbs.

The business’s NPD focus is on convenience and added value, especially within foodservice where he is driving more pickup, he explains.

The Tofoo Co is given licence to expect more growth as a result of consumers spending less on meat alternatives, he believes. “We’ve seen in retail meat-free has had a very tricky time, with the category in decline.

“In foodservice, meat-free is performing well, but we’re also seeing consumers across the board looking for healthier, tastier options that aren’t ultra-processed,” adds Knibbs.

The gold standard of tofuIt is here The Tofoo Co’s added value lines are performing well, such as its tofu bites, katsu fillets and sweet chili cubes – because foodservice kitchens can quickly incorporate them into dishes.

“One of the key things for us is our brand is seen as the gold standard for tofu, consumers look to us for good quality. But we’ve also set up a service that educates our foodservice customers on the meat-free market and why tofu is performing so well.”

Such a platform is essential to further grow tofu and The Tofoo Co within foodservice, Knibbs believes, as the segment still has certain stigmas attached to it – such as being tasteless or boring.

“Our B2B and foodservice mission is to be the leaders in the field,” he says. “We want to have tofu used in a range of major recipes and to be the leading ingredient up there along with chicken on menus. We want it to be a main product for universities and workplaces too.”

A focus on strengthening the business follows The Tofoo Co’s backing from Comitis Capital last summer.