La Vie Launches Tofu Range at Tesco and Ocado
Plant-based brand La Vie has launched its first tofu products in the UK. The Tofu Pan Fry Teriyaki and Tofu Nuggets are now available at Tesco and Ocado.
French plant-based brand La Vie has launched its first tofu products in the UK. The Tofu Pan Fry Teriyaki and Tofu Nuggets are now listed at Tesco and Ocado.
The range aims to make tofu more accessible by mimicking familiar chicken-based meals. The company is targeting flexitarians who may be hesitant to try traditional tofu.
Product Details and Pricing
The two new products are designed for convenience and quick preparation. Both are ready to eat in seven minutes.
| Product | Weight | RRP | Protein per 100g | Key Feature |
|---|---|---|---|---|
| Tofu Pan Fry Teriyaki | 240g | £3.70 | 17g | Includes 40g teriyaki glaze sachet |
| Tofu Nuggets | 180g | £3.90 | 13g | Cornflake crumb coating |
La Vie states the teriyaki product is the first in its category to include a ready-to-use glaze. The nuggets feature a crispy coating. Both are made in France from 100% natural tofu.
Shifting Perceptions of Tofu
La Vie's launch is framed around changing consumer attitudes. The company uses the tagline "Tofu that thinks it’s chicken."
Nicolas Schweitzer, co-founder and CEO of La Vie, stated the goal is to challenge preconceptions. "We want to challenge what people think tofu can be," he said. The strategy involves adapting familiar meal occasions rather than asking for a complete dietary overhaul.
The brand suggests using the products in stir-fries, curries, wraps, and tacos. Each pack also includes a collectable flat-pack cardboard animal toy from a series of six designs.
Expansion from Pork to Poultry Alternatives
La Vie originally built its UK retail presence with plant-based bacon and ham products. The tofu range represents a strategic expansion into mimicking chicken.
The line first went on sale in France in April 2026 as a three-product range. The UK launch features two of those products. This move follows a €25 million funding round in 2024 aimed at expanding distribution in France and the UK.
Schweitzer emphasized the focus on removing barriers for consumers. He said the launch is about making plant-based food more fun and less intimidating. The company will support the launch with an influencer and creator programme.
The products are positioned directly at the flexitarian market. La Vie hopes to attract those who have either never tried tofu or tried it and disliked it. The aim is to integrate tofu into mainstream meal planning without demanding significant change.
