The Tofoo Co.

The story

Tofu is a versatile, ethical food choice for everyone

In recent years, alternative food sources to achieve a sustainable diet have become a fashionable choice in the food and drinks industry. Consumers eating out and at home have extended their diets at such rapid rates that product choices have exploded onto the market. As this has happened, the conversation around our eating choices has shifted from one around health to one around making sustainable and ethical food choices for the planet.

Our aims are to communicate cooking options when choosing tofu as a major ingredient at mealtimes plus, breakdown barriers between foodies and the humble bean curd. Our media relations work has focused on recipe placement, helping consumers overcome the ‘how?’ surrounding the product and creating a larger customer base to buy from The Tofoo Co.

Research uncovered that along with a stronger urge to adapt a flexitarian diet, consumers were also turning away from fake meat alternatives, and opening themselves up to food types they had not previously engaged with, including tofu.

Stats also showed one of the largest barriers to reducing meat intake is the concern over a lack of taste and texture in alternative foods, offering The Tofoo Co. the perfect opportunity to provide clarity over tofu’s uses and desirability.

After a strong start, we will continue to implement a hardworking press office for the brand as consumer appreciation of flexitarian diets and ethical eating deepens in 2021.

We can’t wait to see what opportunities the year brings!