Plant-based brand Cauldron expands vegan product portfolio

By Jerome Smail contact

- Last updated on GMT

Plant-based brand Cauldron expands vegan product portfolio

Related tags: vegan, Npd

Plant-based food brand Cauldron has added to its tofu and snacking ranges with the launch of two vegan products.

Cauldron Tofu with Italian Herbs & Tomato (200g, RRP £2) and Cauldron Tandoori Bites (200g, RRP £2.25) are now both on sale in Waitrose.

Made from sustainably sourced organic soya beans, the former product aims to take tofu ‘beyond the usual recipes such as stir fry or curry and into pastas and salads’, Cauldron said.

The company added that it is ‘easy to use, with no need to press, and high in protein, low in saturated fat, a good source of calcium’.

Cauldron Tandoor Bites, meanwhile, feature curry and chilli spices and contain sweet potato, kale, red pepper, carrot and coconut.

Packaged in a tray made from 100% recyclable materials, they are designed for snacking or to be used as an ingredient in Indian-style wraps or salads, the manufacturer said.

Plant-based innovation

Tom Lindley, business unit head at Cauldron, said the company’s latest NPD is targeted at ‘plant-based considerers’ – those shoppers who are looking to reduce their meat intake whether 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,”​ said Lindley. “The Cauldron range is perfectly placed to show these consumers just how delicious and easy plant-based eating can be.”

Vegan boom

According to the Vegan Society, one in five people have reduced their meat consumption during the COVID-19 pandemic. IRI figures indicate tofu sales increased by 57% in the 52 weeks ending 30 January 2021.

“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,”​ added Lindley.

“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.”

Lindley, a former Mars director, was appointed to his newly created role at Cauldron in February 2021​.

Related topics: NPD, Veganism

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