La Vie Launches Tofu Nuggets and Teriyaki Cubes in UK

French plant-based meat startup La Vie has launched two new tofu products in the UK. The launch comes as sales of whole-food proteins like tofu surge while traditional plant-based meat alternatives decline.

La Vie, known for its vegan bacon, is now selling smoked tofu cubes with a teriyaki glaze and breaded tofu nuggets at Tesco and Ocado. The company's CEO, Nicolas Schweitzer, said the goal is to challenge perceptions. "We want to challenge what people think tofu can be," he stated. The brand is marketing the range with the tagline "tofu that thinks it's chicken."

Positioning Tofu as a Chicken Alternative

La Vie says a major barrier to tofu adoption is that consumers find it bland and complicated. Many people have no idea how to cook it. The new products are designed to fit seamlessly into familiar meals usually made with chicken.

The teriyaki tofu cubes come with a ready-to-use sauce sachet. The tofu is smoked with beechwood and seasoned with soy sauce. Each 100-gram serving provides 15 grams of protein and 1 gram of fibre. The breaded nuggets are coated in a cornflake crumb and can be cooked in an air-fryer in seven minutes. A 100-gram serving of the nuggets contains 13 grams of protein and 3 grams of fibre.

The Shift Towards Whole-Food Proteins

Sales data reveals a clear shift in the UK market. Plant-based meat sales fell by 7% in 2025. In the first half of this year, unit sales dropped another 4.3%. In contrast, sales of tofu, tempeh, and seitan grew by 14.6% last year. In the first six months of 2026, value sales for beans, pulses, tofu, and tempeh increased by 10.1%, with tofu unit sales alone rising 7.2%.

Concern over ultra-processed foods is a key driver. A reported 78% of Brits are worried about UPFs, pushing demand for cleaner-label options. This has led other startups to launch similar products. For example, This now sells veg-led burgers and a chickpea tofu, while Juicy Marbles has introduced a veg-forward Umami Burger.

Broader Market and Regulatory Context

New UK school food standards are also boosting whole foods. Schools must now serve legumes like beans and lentils at least once a week. They must also provide certain proteins on three or more days weekly, a category that now includes beans and lentils.

To add appeal, the La Vie tofu products include a collectible flat-pack cardboard animal toy under the Lil Buddies brand. There are six designs to build, including a pig, cow, and chicken.