Cauldron™, the UK’s favourite tofu brand, * is introducing two flavoursome new additions to its tofu range.
Available in Morrisons from this month, followed by Sainsbury’s in May, Cauldron’s Organic Smoked Tofu Pieces, naturally beechwood smoked for a subtle flavour; and Organic Teriyaki Tofu Pieces, marinated in Tamari for a touch of soy sauce sweetness that’s perfect for stir fries (both 260g / rrp £2.50), will join the brand’s Organic Marinated Tofu product in the chiller, with all packs featuring a ‘Vegan’ flash, highlighting its suitability for vegan consumers.
The new SKUs will benefit from a £500,000 brand investment in Cauldron – the third biggest brand in meat free at £28m RSV* – to include social media activity, YouTube advertising and consumer PR.
“The tofu sector in the UK is worth £17.8m, growing at 27% YOY, * and attracting younger more affluent shoppers to the meat free category, including family and pre-family consumers,” says Andrea Harburn, Cauldron Brand Manager.
“These consumers are the future of the category. As Britain’s leading tofu brand, we’re working hard to innovate and drive category growth by giving shoppers a convenient, plant-based ingredient, that’s high in protein, whilst offering more flavour choice to open up usage occasions and produce great-tasting dishes.”
Cauldron tofu is available in block format for creative cooks looking to experiment with different recipes in the kitchen, and in a marinated pieces format, pressed, flavoured and chopped, for quick and easy cooking.
The organic soya beans used in the Cauldron Tofu range are certified as being economically responsible and environmentally sustainable.
For retailers wanting more information on stocking Cauldron, please contact firstname.lastname@example.org.
*IRI Sales 2 Feb 2019