Tofurky, which has been selling its fake roast turkey since 1995, has seen a 22% increase in holiday orders from retailers before Thanksgiving this year. The peak marks the largest annual increase in the number of holiday roasts sold since 2015. Made from wheat gluten and tofu and filled with wild rice stuffing, the dish is sold on its own or with a vegetable sauce and dairy-free cheesecake.
During its decades of history, Tofurky has experienced peak sales for a number of reasons. In 2006, the business saw a big boom, for example, when mainstream retailers started stocking Tofurky roasts.
But this year’s jump isn’t motivated by the addition of a department store, according to the company. Instead, the demand is higher among its retail partners. Tofurky said demand is so high that she would produce more roasts this year if she could, but production is constrained by staff.
Demand for Tofurky’s holiday products is growing as retailers try to anticipate customer needs during an unprecedented winter holiday season. With the outbreak of coronavirus cases across the country and health officials urging many people to stay close to home and limit gatherings indoors, more and more people are looking for alternatives to a turkey. normal size. With a growing interest in plant-based products, retailers want to be well stocked with options for vegan, vegetarian, and flexitarian consumers who want a plant-based centerpiece.
Loading the pantry resulted in a dramatic 600% year-over-year increase in sales of Tofurky’s vegan ham roast around Easter, said Jaime Athos, CEO and President of Tofurky.
“It was quite shocking,” he said.
Beyond simple panic buying, the pandemic may have accelerated the interest of home cooks in the product, Athos said.
“Once you have control over food preparation, then you can start indulging in what you’ve heard about, this herbal trend,” he said. Tofurky’s sales grew 25% at mainstream retail stores like Target (, )Walmart ( and )Kroger ( this year. In addition to holiday roasts, Tofurky sells tempeh, vegan sausages, plant-based deli slices and more. )
Tofurky’s competitors also achieved increased sales this year.
Field Roast, which makes vegetable meats and holiday roasts, saw its sales of vegetable sausages increase 28.6% in retail over the past six months compared to the same period in 2019. The brand does not yet have data on the performance of its holiday roasts compared to last year, but expects these sales to increase as well.
“Going into the holidays, we see [a] big increase in orders, ”said Dan Curtin, president of Greenleaf Foods, owner of Field Roast, noting that Field Roast holiday roasts are all the rage this year because they are the right size for a small gathering. “You don’t have to be a simple plant-based food consumer to try the product. You can use it as a side dish. ”
And consumers who aren’t interested in vegan roasts but might opt for a plant-based burger or sausage will have plenty of options. Impossible Foods, which offers plant-based alternatives to ground beef and sausage, and competitor Beyond meat ( have rapidly increased their retail availability this year. )