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Tofurkys sells as hotcakes



Tofurky, which has been selling its mock turkey roast since 1995, saw a 22% increase in holiday orders from retailers ahead of Thanksgiving this year. The peak was the largest annual increase in the number of holiday steps sold since 2015. The main course is made from wheat gluten and tofu and stuffed with stuffed with wild rice and sold alone or with plant-based sauce and dairy-free cheesecake.

Throughout its decades-long history, Tofurky has seen increases in its sales for a variety of reasons. In 2006, the company saw a big increase, for example when regular retailers started storing Tofurky’s roasts.

But this year’s jump is not driven by the addition of any major store, according to the company. Instead, higher demand comes across its retail partners. Tofurky said the demand is so great that it would produce more roasts this year if it could, but production is limited by staff.

Demand for Tofurky̵
7;s holiday products is growing as retailers try to anticipate customer needs during an unprecedented winter holiday season. With coronavirus cases rising across the country and health officials urging many to stay close to home and limit indoor collections, more people are looking for alternatives to a full-size turkey. With interest in plant-based products increasing, retailers will be well-equipped with options for vegan, vegetarian and flexitaire consumers who want a plant-based hub.

Sales of plant-based foods rose 90% year-over-year in mid-March as some U.S. regions went into hiatus due to the pandemic, according to data from the Plant-Based Food Association, a trade group and Spins that tracks natural food sales.

Tofurky's sales have risen ahead of Thanksgiving this year

Pantry load led to a dramatic increase in sales of Tofurky’s vegan ham bread around Easter by 600% year over year, said Jaime Athos, CEO and president of Tofurky.

“It was pretty shocking,” he said.

In addition to just buying panic, the pandemic may have accelerated interest in the product from home cooks, Athos said.

“Once you have control over the preparation of food, you can start indulging in this thing you’ve heard about, this plant-based trend,” he said. Tofurky’s sales have grown by 25% in regular retail stores such as Goal (TGT), Walmart (WMT) and Kroger (KR) this year. In addition to the holiday roasts, Tofurky sells tempeh, vegan sausages, plant-based delicacies and more.

Tofurky’s competitors have also received a sales boost this year.

Field Roast makes holiday roasts to suit a smaller gathering

Field Roast, which produces plant-based meat and holiday roasts, has seen sales of its plant-based sausages grow by 28.6% at the retail level over the last six months compared to the same period in 2019. The brand does not yet have data on how its holiday pace is doing compared to last year, but also expects to see these sales girl.

“When we go into the holidays, we see it [a] large increase in orders, “said Dan Curtin, president of Greenleaf Foods, which owns Field Roast, noting that Field Roasts’ holiday roasts are in trend this year because they are the right size for a smaller collection.” It will also give people more opportunities, “he said. You do not have to be a plant-based food consumer to try the product alone. You can use it as a side dish. ”

And consumers who are not interested in vegan roasts, but who can go for a plant-based burger or sausage, have plenty of options. Impossible Foods, which manufactures plant-based alternatives to minced beef and sausage, and competitor Beyond Meat (BYND) have expanded their availability rapidly this year.

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