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Tofurkys are selling like hotcakes

November 20, 2020. Summarized by summa-bot.

Thanksgiving will look a lot different this year, with many cutting down the size of the festivities they have planned. Grocery stores are anticipating that some may do more than just host smaller gatherings — they may do away with the turkey altogether.

Tofurky, which has been selling its mock turkey roast since 1995, saw a 22% surge in holiday orders from retailers ahead of Thanksgiving this year.

Tofurky said that demand is so high that it would produce more roasts this year if it could, but production is limited by staffing.

Sales of plant-based foods jumped 90% year over year in mid-March, when some US regions went into lockdown because of the pandemic, according to data from the Plant-Based Food Association, a trade group, and Spins, which tracks natural food sales.

Pantry loading led to a dramatic 600% year-over-year increase in sales of Tofurky's vegan ham roasts around Easter, said Jaime Athos, CEO and president of Tofurky.

Tofurky's sales have grown by 25% in mainstream retail stores like Target (TGT), Walmart (WMT) and Kroger (KR) this year.

In addition to the holiday roasts, Tofurky sells tempeh, vegan sausages, plant-based deli slices and more.

Field Roast, which makes plant-based meats and holiday roasts, has seen sales of its plant-based sausages grow 28. 6% in retail over the past six months compared to the same period in 2019.

The brand doesn't yet have data on how its holiday roasts are performing compared to last year, but expects to see those sales spike, too.

"Going into the holidays, we're seeing [a] great uptick in orders," said Dan Curtin, president of Greenleaf Foods, which owns Field Roast, noting that Field Roast's holiday roasts are on trend this year because they are the right size for a smaller gathering.

And consumers who aren't interested in vegan roasts but could go for a plant-based burger or sausage will have plenty of options.

Impossible Foods, which makes plant-based alternatives to ground beef and sausage, and competitor Beyond Meat (BYND) have been rapidly expanding their retail availability this year.

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