'Tofutti' is a food manufacturer and supplier most known for its kosher-certified, vegan-friendly dairy products. While the company did not explicitly market itself as a vegan option, it became quite popular in vegan communities over the last four decades due to its ingredients lists falling into the vegan category. Now, in 2022, Tofutti is aiming to capitalize off of its popularity in the vegan foods market with a shifted branding profile.
Tofutti will now market itself as a better-for-you vegan foods company that is also kosher-certified, rather than the other way around. This allows the company to more effectively market its ice cream sandwiches, ice cream tubs, cheese flavors, and dips, to vegan consumers. The change in branding places the phrases 'Dairy Free' and 'Vegan' on each box, directly informing customers of what they need to know about the products.
Image Credit: Tofutti
Key Themes Behind This Trend
- Rebranded Vegan Foods Companies
- Companies that rebrand with a focus on vegan options can attract new consumers and expand their market share.
- Better-for-you Vegan Foods
- Companies can capitalize on the trend towards healthier and more sustainable food by offering vegan products that are marketed as better-for-you.
- Clear Product Messaging
- Companies can improve sales by clearly labeling their products with relevant information such as 'Dairy Free'
Where This Applies
- Food and Beverage
- Companies in the food and beverage industry can benefit from creating and marketing vegan products.
- Consumer Packaged Goods
- Consumer packaged goods companies can differentiate themselves and appeal to ethical and health-conscious consumers by offering vegan products.
- Retail
- Retailers can expand their offerings and attract new customers by stocking a variety of vegan products.
