Tofurky, which has been selling its fictitious roast turkey since 1995, saw a 22% increase in holiday orders from retailers ahead of Thanksgiving this year. The jump is the biggest annual increase in the number of holiday baked goods sold since 2015. Made from wheat gluten and tofu and stuffed with wild rice filling, the appetizer is sold on its own or with a vegetable-based sauce and dairy-free cheesecake.
Over its decades of history, Tofurky has seen leaps in sales for a variety of reasons. The company saw strong growth in 2006, for example, when major retailers began storing Tofurky’s roasts.
But this year’s jump is not due to the addition of any large stores, according to the company. Instead, greater demand is found among its retail partners. Tofurki said demand is so high that this year it would produce more roasts if it could, but production is limited by staff.
Plant sales jumped 90 percent year-on-year in mid-March, when some U.S. regions were blocked by the pandemic, according to the Plant Food Association, a trade group and Spins, which tracks natural food sales.
The closet load has led to a drastic 600% annual increase in sales of Tofurki’s vegan roast ham around Easter, said Jaime Athos, Tofurky’s CEO and president.
“It was pretty shocking,” he said.
Aside from just panicking, the pandemic may have accelerated interest in the product from home cooks, Athos said.
Tofurky’s competitors also received an increase in sales this year.
Field Roast, which produces vegetable meats and holiday roasts, has seen sales of its plant-based sausages increase 28.6% in retail in the last six months compared to the same period in 2019. The brand still does not have data on how its holiday baked goods perform compared to last year, but expects to see this jump in sales.
“We go into the holidays, we see [a] great increase in orders, “said Dan Curtin, president of Greenleaf Foods, which owns Field Roast, noting that Field Roast holiday roasts are in trend this year because they are the right size for less collection. , he said. “You don’t have to be just a consumer of plant foods to try the product. You can use it as a garnish. ”