US-based dairy-free food company Tofutti Brands is to begin the launch of new packaging for its products later this month.

The black packaging with bold letters is intended to give a retro appearance and reference the fact that the company was founded in 1981.

The new look aims to improve the company branding and put it in a better position to compete in the ‘ever-growing and competitive’ market. 

All Tofutti’s products will display a ‘plant-based’ message, while its vegan cheese and sour cream products are also listed as ‘gluten-free’.

The company has added several key buzzwords to the new packaging, while certifications such as Kosher Parve and Halal will also continue to appear.

Tofutti said that the messaging had not previously been printed on some of its products.

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Tofutti CEO Steve Kass said: “Today’s natural foods market is flooded with competitors, so we knew it was time to reassess our branding. We want consumers to recognize all Tofutti products as Tofutti products.

“It’s not every day that a 40-year-old company changes its look; buyers are already enthusiastic about the changes.”

Kass believes that a uniform look will make it easier for customers to find the Tofutti products in stores, as well as reenergise retailers.

Tofutti added the word ‘vegan’ to its logo last year.

The company said that the new packaging supplies to stores will begin later this year and the old packaging will be phased out over the course of the year.

Based in Cranford, New Jersey, Tofutti provides vegan cheese products, sour cream, dips and frozen desserts among other dairy-free products.

In addition to its new packaging, the company plans to enhance its social media and digital marketing, sales and distribution strategies to maintain its market position.