Cauldron™, home of the UK’s No. 1 plant based brand in chilled meat free*1, is extending its shopper favourite tofu and snacking ranges with the launch of two new vegan products.

Launching first in Waitrose from May, the new launch comprises:

Cauldron Tofu with Italian Herbs & Tomato (250G RRP: £2) takes tofu beyond the usual recipes such as stir fry or curry and into pastas and salads. Cauldron’s Italian Herbs Tofu is easy to use, with no need to press, and high in protein, low in saturated fat, a good source of calcium and made from sustainably sourced organic soya beans. 

Cauldron Tandoori Bites (200G RRP £2.25) are packed with warming curry and chilli spices and contain sweet potato, kale, red pepper and carrot, balanced with the sweetness of coconut to deliver a sensational flavour. Whilst bringing exciting flavour innovation to the snacking category, they can also be used as an ingredient in Indian style wraps or salads. The Tandoori Bites are a great source of protein and fibre and the tray is made from 100% recyclable materials.

“Cauldron’s partnership with Veganuary 2021 gave us an even bigger platform to show people just how amazing plant based dishes can be with Cauldron and we are seeing an unmistakable move towards more sustainable eating. We’re continuing to invigorate the category with exciting NPD so that shoppers can experience plant based eating that’s better for their health and better for the health of the planet,” says Tom Lindley, Head of Cauldron.

Since the start of the UK’s first lockdown last year, more and more consumers have been cooking at home and 1 in 5 people have reduced their meat consumption during the COVID-19 pandemic*2. This has led to a significant rise in ingredients such as tofu, which has seen a 57% increase in sales YoY*1.

“Our latest NPD is targeted at plant based considerers, those shoppers who are looking to reduce their meat intake, whether that be for sustainability or health benefits. After the most successful Veganuary to date this year, it’s important that retailers keep up the momentum by offering shoppers innovative and exciting NPD in the plant based category. The Cauldron range is perfectly placed to show these consumers just how delicious and easy plant based eating can be,” adds Tom.

Retailers looking for more information on stocking Cauldron NPD, should contact customer.services@cauldronfoods.co.uk.

*1: IRI 52 w/e 30.01.21 (Cauldron’s vegan product range worth £23.8m, 9.5% of vegan chilled meat free and number one range)

*2: The Vegan Society

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