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Cauldron™, the UK’s No. 1 plant-based brand in chilled meat free*1, is adding to its successful Organic Tofu range with the launch of a Quick & Tasty Tofu Block and, a first for the brand, Tofu Mince.

Cauldron’s Organic Tofu Mince (180g, RRP £2.25) will be available from September this year in Waitrose, to make it easier for shoppers to add more plant-based variations of their everyday favourite dishes, such as Bolognese or chilli into their diets. The Tofu Mince is vegan and gluten free, made from sustainable soya beans.

Cauldron Organic Quick & Tasty Tofu (250g, RRP £1.90), also available from September in Asda, is version of the brand’s existing Organic Block in a convenient smaller pack format. Aimed at shoppers who are new to the tofu category, this smaller pack size is a perfect two-person serving that doesn’t need pressing, reducing waste and streamlining the cooking process; simply drain, chop and cook.

“Shoppers are increasingly looking to replace beef mince with vegan products that are made from organic ingredients. Cauldron’s Tofu Mince is a first for the brand and is the only vegan mince in the market that is made from organic and sustainable soya beans,” says Tom Lindley, Head of Cauldron.

“Around 80% of tofu eating households have no more than two people eating tofu*2, so we recognised that there was also a need for a quick and tasty two-serve concept. In consumer research, more than three quarters said that they would probably/definitely buy the products, so we are confident that these launches will deliver incremental sales for retailers*2.”

The launches will be supported by in-store and online shopper marketing, broad reach consumer media and a sustained programme of digital and social media activity educating consumers on tofu usage with a ‘’However You Tofu’’ campaign.

Retailers looking for more information on stocking Cauldron, should contact

*1: IRI 52 w/e 30.01.21

*2: Savanta 77% would probably/definitely buy Quick & Tasty Tofu and 80% would probably/definitely buy Tofu Mince

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