Products & Launches

The Tofoo Co to “Bring Excitement Back to the Category” with New Seitan Products in Collab with Temple of Seitan

The Tofoo Co, the UK’s no.1 tofu brand, has launched a line of innovative seitan products in collaboration with London-based vegan restaurant chain The Temple of Seitan.

The seitan range debuts initially with two products: Original Seitan, a chicken-flavored seitan block which is already available in The Temple of Seitan’s award-winning restaurants, and Pepperoni Seitan, a smoky and spicy pepperoni alternative, which will roll out into retail this month.

“…there’s been a lack of real innovation in the Meat-Free category”

Tofoo MD Dave Knibbs believes the new products will shake up the Meat Free category after a difficult year. “The launch of our new Seitan products represents a real opportunity in natural, meat-free ingredients. Over the last few years, there’s been a lack of real innovation in the Meat-Free category, and this has led to a loss of engagement with consumers and market penetration dropping down to 28%3. There’s a real consumer appetite for new products such as seitan, and our partnership with The Temple of Seitan will bring excitement back to the category,” he states.

Seitan Pepperoni Tofoo Co
© The Tofoo Co

A Yorkshire success story

Based in Malton, North Yorkshire The Tofoo Co has enjoyed consistent growth since launching in 2016. In 2019 the company reported a 200% increase in turnover since 2017 as it became the biggest-selling tofu producer in the UK; the following year the company expanded production capacity after “sales rocketed” and predicted £30M+ in sales by 2025; in 2021 it reported an 89% YOY increase making it the third-largest brand in the chilled meat-free market; and in 2022 the company stated its turnover had reached £19 million in its 6th year of operations, with a staff of more than 150 employees. This year, The Tofoo Co Naked saw a 15.9% increase in YoY value1, making it the category’s number 1 SKU, and recently added Tofoo Co Tempeh has seen an uplift of +13.8%2.

In terms of food service, the company recently partnered with Tattu Restaurants to add The Tofoo Co products to menus with dishes including Kung Po with pineapple, green beans, and crispy lotus, and last year the Slug & Lettuce Cocktail Bars (Stonegate Group) added Crispy Teriyaki Tofu sharing plate and a Crunchy Noodle Salad with crispy smoked tofu, using the brand’s products.

Seitan Gyros, Tofoo Co
Seitan Gyros © The Tofoo Co

Temple of Seitan co-founder Patrick O’Shea speaks to the consumer demand: “Over the last year alone we’ve served over 250,000 restaurant customers. There’s a strong demand for seitan as a plant-based protein that delivers a meaty texture and taste. Tofu’s always been a key ingredient in our seitan, and we’re excited to be partnering with The Tofoo Co to bring the product into retail.”

Knibbs explains: “Consumers are looking for products that offer more versatility as to what meals they can cook. The Tofoo Co’s Seitan lines offer shoppers the scratch-based cooking and health benefits they are craving, whilst also providing a meatier texture than tofu and tempeh that will appeal to flexitarians and omnivores.”

Tofoo Co Original Seitan 225g (RRP £2.50) is available in selected Tesco & Waitrose stores in May. Seitan Pepperoni 225g (RRP £2.50) is available in selected Waitrose stores from May. More information at https://tofoo.co.uk/products/

Source 1: NIQ Scantrack 52we 27th February 24

Source 2: NIQ Scantrack 52we 27th February 24

Source 3: NIQ Scantrack 52we 27th February 24

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