French plant-based food brand La Vie is expanding into the natural protein category with the launch of two tofu products.

La Vie is moving beyond the pork alternatives that built its reputation with the launch of Tofu Pan Fry Teriyaki and Tofu Nuggets, both of which will roll into Tesco and Ocado from 23 September.

La Vie Tofu Pan Fry Teriyaki will retail at £3.70 for a 240g pack, comprising 200g of tofu and a 40g sauce sachet, while La Vie Tofu Nuggets will retail at £3.90 for 180g. Both products are designed to be ready in seven minutes.

The range has been developed around what La Vie sees as one of the principal barriers to greater tofu consumption: uncertainty over how to prepare and use it.

Its new campaign line, “Tofu that thinks it’s chicken”, positions the products around meal occasions shoppers already understand, including stir-fries, curries, wraps and quick family dinners.

La Vie said the aim is to make switching from chicken to tofu feel less like adopting an unfamiliar way of eating and more like substituting one protein for another within an established meal.

The Tofu Pan Fry Teriyaki combines pre-diced tofu cubes with a sweet and salty teriyaki glaze sachet, which the brand said is a first for the category. The product contains 17g of protein per 100g and is designed to be pan-fried before the glaze is added.

Meanwhile, the Tofu Nuggets use natural tofu coated in a crispy cornflake crumb and contain 13g of protein per 100g. They can be prepared in an air fryer in seven minutes, with La Vie positioning the product across quick lunches, family dinners and occasions traditionally served by chicken nuggets.

Nicolas Schweitzer, co-founder of La Vie, said: “We want to challenge what people think tofu can be. Rather than asking consumers to completely change the way they eat, we’ve taken familiar chicken occasions and made them easy to recreate with tofu.

“From crispy nuggets to Pan Fry Teriyaki, it’s tofu designed to be delicious and genuinely easy to cook. We’ve spent years making plant-based food more fun, and this launch is about removing the barriers that can make tofu feel like hard work.

“With ‘Tofu that thinks it’s chicken’ as our new tagline, we’re making it easier for flexitarians to give tofu a go without giving up the meals they already love.”

The packs will also feature collectible flat-pack cardboard animal toys dubbed “Lil Buddies”, with six designs available including a pig, cow and chicken.

La Vie said the launch will be backed by an influencer and creator campaign focused on demonstrating how the products can be incorporated into familiar meals.

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