Gross sales of Tofurky’s vacation roast have surged by 22 p.c this yr, based on CNN. Tofurky’s CEO Jaime Athos stories that gross sales have beforehand elevated attributable to numerous causes, similar to in 2006 when the vegan roast grew to become out there at bigger retailers. This yr’s spike—the biggest enhance in Tofurky roast gross sales since 2015—shouldn’t be pushed by new distribution companions however a surge in demand from current retailers which are attempting to fulfill anticipated demand for plant-based centerpieces. This yr, components similar to the continued COVID-19 pandemic and a shopper shift towards plant-based consuming have pushed retailers, together with the nation’s largest grocery chain Kroger, to buy smaller turkeys and fill up on vegan choices.
In mid-March—throughout the peak-buying interval of the COVID-19 pandemic—gross sales of plant-based meals increased by 90 percent year-over-year based on knowledge launched right now by commerce group Plant Based Foods Association and market analysis firm SPINS. Subsequently, throughout Easter in April, Athos reported a 600-percent enhance in year-over-year gross sales of Tofurky’s vegan ham. “That was fairly surprising,” Athos stated. This yr, Tofurky’s gross sales have grown by 25 p.c in shops similar to Goal, Walmart, and Kroger.
In 2018, Tofurky offered its 5 millionth Tofurky roast since starting industrial manufacturing of the vegan centerpiece twenty years in the past. This yr, that quantity has reached more than six million as extra customers search for plant-based meat alternate options for the vacations.