Tofurky to launch vegan cheesecakes under new brand

Renowned meat alternative brand, Tofurky, has announced that it will be launching vegan cheesecakes under a new brand name. The Moocho cheesecakes will still be labelled with the Tofurky brand, following consumer demand for a permanent line of cheesecake products.

In 2018 the brand included a limited edition espresso cheesecake in their holiday feast kits, which saw consumers and retailers alike asking for a permanent line of vegan cheesecakes.

The brand announced the new range and will launching it Natural Products Expo West on March 5, 2019. The cheesecakes will be available in three flavours: Triple Berry Swirl, New York Style Vanilla and Chocolate.

Speaking about the new cheesecakes, CEO Jaime Athos said: “We have called the sub-brand Moocho because we felt a creamy, sweet product like cheesecake would be better suited to dairy-inspired branding than the savoury, protein-anchored Tofurky brand.”

“[The Moocho brand was] to appease our retail partners who want that imprimatur of Tofurky on the label because they know that consumers are familiar with it. But we’re also not trying to create confusion or consumers,” he added.

The new range will be launching in the US, along with their frozen Pockets – a vegan version of hot pockets, which are popular in the US. These will be available in three flavours, including ham and cheddar, ‘pepp’ronni’ pizza, and broccoli and cheddar.

Some Tofurky products are available in the UK, so whilst there’s no mention of UK distribution, it could be added to supermarket shelves in the future.

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