The UK’s leading tofu brand, The Tofoo Co, has unveiled its packaging redesign from creative agency Chilli, part of Leeds-HQ’d global agency IMA.
The new packaging has been designed to increase on-shelf brand visibility, whilst also aligning all product designs. With demand for alternative proteins continuing to rise, the refresh is a critical step in ensuring the brand remains distinctive and “primed for long-term expansion” across both brand and product.
The refresh includes a redesign of the core packaging for The Tofoo Co, developed by the design agency Chilli – signalling a new chapter for the brand, and allowing stretch into multiple variants, categories and uses, building reach and increasing brand recognition across the line.
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The resulting, simplified design has a new typecase: TOFOO & Co has been made larger across a white background. There is also a new header to add the health focused claims, including ‘Protein Packed’ and ‘Plant Based’. These changes aim to bring the brand into the future, with a clean design that’s easily adaptable as the range grows.
Roll-out begins across UK retailers from late April 2026, marking the brand’s most significant packaging transformation in over a decade.
Jess Kaye, director of Chilli, said: “From the moment The Tofoo Co came into the studio, we saw an incredible opportunity for evolution. The brand had all the right ingredients; it just needed a design language that unlocked its full potential. Because the client treated us as a genuine partner – challenging us and trusting us in equal measure – we’ve been able to build a bold new identity that the whole team is incredibly proud to have helped create.”
Thryth Jarvis, head of marketing at The Tofoo Co, added: “Chilli has been an outstanding partner on our first packaging refresh in over 10 years. From day one, their team has been fantastic to work with, bringing energy and insight for real collaboration. Their creative thinking was bold and distinctive but always grounded in a well-defined strategy.
“They didn’t just redesign our packaging, they helped reposition the brand. The result is a step-change for the brand, giving The Tofoo Co a clearer, more confident and cohesive presence on shelf. Chilli has taken The Tofoo Co to a whole new level, and we couldn’t be more excited about this next chapter.”
