La Vie, the French plant-based brand best known for reimagining pork, has stepped into the wider natural protein category with two tofu products: Tofu Pan Fry Teriyaki (RRP £3.70) and Tofu Nuggets (RRP £3.90), both in Tesco and Ocado from 23 September.
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The launch tackles a familiar barrier, that shoppers often do not know what to do with tofu. Under the tagline "tofu that thinks it's chicken," both products are built to slot into meals people already cook, and are ready in seven minutes. The teriyaki pack pairs pre-diced tofu with a ready-to-use glaze sachet, a first for the category, while the nuggets come in a crispy cornflake crumb for the air fryer. Each pack also includes a collectable flat-pack "Lil Buddies" animal toy.
"We want to challenge what people think tofu can be," said co-founder Nicolas Schweitzer. "Rather than asking consumers to completely change the way they eat, we've taken familiar chicken occasions and made them easy to recreate with tofu."
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