SponsoredThe New Originals Company: “Tofu Is Not an Imitation Product. It Has Its Own Identity, Its Own History, and a Clear Role in Many Cuisines”

Thomas Hensellek, from The New Originals Company, emphasizes the importance of positioning tofu as a mainstream food category in European markets. Tofu is not merely a niche product, but a versatile, affordable, and simple ingredient that can fit into everyday meals. However, for tofu to scale successfully, retailers need to have clear category logic, intuitive formats, consumer education, and reliable supply partnerships.

Consumer segments such as flexitarians are currently driving growth in the tofu category, but there is still a need for better consumer understanding and education on how and when to use tofu in cooking. Tofu is not just a meat substitute but has its own taste, identity, and use cases. As the category continues to develop, it is crucial for retailers to treat tofu as a strategic category with clear assortment logic, reliable supply, consumer education, strong brands, and active category management to capitalize on its long-term potential in the market. Collaboration between retailers and industry partners will be key in unlocking the untapped potential of tofu and building it as a structured and sustainable food category.