Vivera has announced the launch of pre-frozen Firm Tofu inspired by a TikTok trend of freezing tofu to change its texture and flavour.
The launch (rsp: £2.75/2x200g), a first of its kind for the meat mimic brand, makes the protein “a convenient, pan-ready format for quick, delicious and healthy meals”.
It launches into Asda and Ocado on 9 June.
Vivera has frozen the tofu ahead of reaching consumers, which changes its structure, creating a firmer, spongier and more absorbent product which the brand claims allows marinades to be absorbed within five minutes.
The new product has a “feta cheese-like consistency” which means it can be stir-fried, grilled, air-fried, breaded, baked or scrambled.
“We created this pre-frozen tofu with our customers in mind, doing the hard work for them, saving them time and effort and allowing them the convenience to cook immediately and enjoy the benefits of a flavoursome, plant-based, protein-rich meal,” said Karin Lowik, MD of Vivera.
The Vivera tofu is made from European organic soybeans and contains vitamins and minerals including iron, potassium and magnesium.
It comes in two 200g packages to enable consumers to use what they need and save the rest for another meal, to prevent food waste and make cooking with tofu easier.
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