THIS launches mushroom-based tofu that’s higher in protein than traditional tofu

From veganfoodandliving.com

Plant-based food brand THIS™ has unveiled two new mushroom-based products designed to appeal to shoppers seeking more natural, wholefood-inspired meat alternatives

Hot on the heels of the launch of its first-ever vegan steak, THIS™ is expanding its range to include the newly refreshed Extra Firm Mushroom “Tofu” and THIS™ Crunchy Mushroom Bites, both of which aim to bridge the gap between traditional meat alternatives and the growing consumer appetite for minimally processed, ingredient-led foods.

The launch comes as social media trends such as “fibremaxxing” and increased interest in wholefoods continue to influence shopping habits.

According to the brand, many people cutting back on meat are choosing vegetable-based meals rather than replacing meat with alternative proteins, creating an opportunity for products that offer both nutrition and convenience.

Earlier this year, the brand launches its first-ever vegan steak with a whopping 31g of and a refreshingly short ingredients list. It's also low in saturated fat and a source of fibre, iron and vitamin B12. Photo © THIS™

Refreshed range

The Extra Firm Mushroom “Tofu” is a relaunch of the brand’s former Super Superfood Block, with a new name intended to better communicate how the product can be used. The recipe has also been refined to improve both texture and flavour.

Made from broad bean and pea protein, shiitake mushrooms and a blend of seeds including pumpkin, hemp, flax and chia, the block contains more protein and fibre than traditional tofu (normal tofu contains 1.9g fibre, THIS™ contains 6g), according to the company. Designed to be sliced, cubed, grated or pan-fried, it can be used in everything from stir-fries and curries to ramen, wraps and grain bowls.

Meanwhile, the Super Superfood Multigrain Breaded Pieces have been reintroduced as Crunchy Mushroom Bites. Coated in oats and quinoa, the bites can be cooked in the air fryer in as little as four minutes and are designed as a protein-rich addition to salads, wraps and sharing platters.

In a statement send to Vegan Food & Living, Mark Cuddigan, CEO of THIS™, said: “We’ve listened closely to our customers and the data, and completely refreshed our wholefood range to make it more desirable, intuitive, and useful.

“Our new Mushroom ‘Tofu’ and Crunchy Mushroom Bites now feature clear usage cues and recipe inspiration on pack, giving people the confidence to cook with them straight away.”

Busy year

The launches continue a busy year for the brand following the introduction of its vegan Fillet Steak range and wider rebrand earlier this year. The new visual identity sees THIS™ move away from its familiar cloud packaging in favour of a darker, more premium look, alongside updated food photography and branding.

THIS™ Extra Firm Mushroom “Tofu” (200g) is available from Tesco, Sainsbury’s, Waitrose, Asda, Morrisons and Ocado, while THIS™ Crunchy Mushroom Bites (160g) are available from Sainsbury’s. Both products have an RRP of £2.95.

https://www.veganfoodandliving.com/news/this-launches-mushroom-based-tofu-and-crunchy-bites/