Tofutti Brands Inc. – the company that touts it was “plant-based before plant-based was cool” – is unveiling a new look that will hit shelves this fall, according to an Aug. 17 announcement.
“Today’s natural foods market is flooded with competitors, so we knew it was time to reassess our branding. We want consumers to recognize all Tofutti products as Tofutti products,” Tofutti CEO Steve Kass said in a statement.
Now headquartered in Cranford, the dairy-free food company was founded in 1981 in Manhattan. The new black packaging with bold lettering has a retro feel, staying true to its 40-year-old roots.
Kass explained that the new, uniform look “will not only make it easier for consumers to spot Tofutti on increasingly crowded store shelves, but will also reenergize retailers.”
Last summer, the company debuted a revamped logo that included the word “vegan.” However, the new packaging is more upfront with “buzzwords” its client base is looking for. All Tofutti products now say “plant-based,” and its vegan cheese and sour cream products say “gluten-free.” The company said those words were not included on all products in the past.
The products will continue to display certifications such as Kosher Parve and Halal. None of Tofutti’s products contain animal products or derivatives.
“Look at the sorts of people who follow us on social media. It’s obvious that vegans are our biggest fans,” Marketing & Public Relations Manager Gerry Pugliese said. “Adding ‘vegan’ will make our current customers happy and act as a bullhorn for attracting new, like-minded consumers – a new vegan is born every day!”
Tofutti also will attempt to appeal to a broad base of consumers with improvements to its social media and digital marketing, sales and distribution.
“It’s not every day that a 40-year-old company changes its look; buyers are already enthusiastic about the changes,” Kass said.
Tofutti Brands develops and distributes a complete line of plant-based, dairy-free, vegan products. Its dairy-free foods include vegan cheese products, sour cream, dips and frozen desserts.