We’ve been following Nasoya’s launch and developments since its parent company Pulmuone entered the plant-based meat category in 2021.
The South Korean leader launched the Plantsspire line under the Nassau brand the following year, which has seen massive success (an impressive 800% sales increase in October of last year) and multiple flavor extensions for the notable Plantsspire steak that was featured in Us. The latest roundup of popular plant-based steaks from around the world.
Nassau is a must-see, in our humble opinion. Marketing Director Ellen Kim kindly took the time to tell us more about the brand and its plans for the future.
Can you introduce Nassau?
Nasoa is the country’s leading tofu and Asian-inspired plant-based food brand, offering a wide variety of tofu and plant-based products. For over 40 years, Nasoya has provided healthy products made with high-quality ingredients, and is part of the Pulmuone family of brands.
In addition to its core tofu offerings, Nasoa also produces ready-to-serve plant-based items that help make tofu and plant-based foods more accessible to consumers. In fact, our Plantspire line features delicious and convenient innovations designed for consumers on the go.
We’ve also expanded beyond tofu into plant-based meat alternatives, last year with the launch of Plantspired Korean BBQ plant-based steaks, and more recently with the addition of Gochujung plant-based steaks. As a brand, we love helping consumers incorporate plant-based foods into busy lifestyles with easy-to-use, delicious and nutritious products.
What inspired Nassau’s expansion into the plant-based meat category?
As consumers continue to seek healthy, sustainable meat alternatives, we wanted to leverage our expertise in the plant-based space to provide delicious Asian-inspired options.
Nassau is a trusted brand in the plant-based category, so plant-based meats seem like a natural fit. While plant-based meats have grown in popularity, steak has been one of the last proteins to offer a plant-based alternative that provides texture and flavor.
We’ve really cracked the code on making a plant-based steak that tastes great And doesn’t sacrifice quality of ingredients. Unlike other processed options, our Plantspired Steak is made with all non-GMO ingredients, while still providing 14 grams of plant-based protein per serving. We are committed to meeting consumers where they are on their plant-based journey, and our expansion into plant-based meats is proof of that.
Can you describe your entire vegetarian portfolio – which are the best sellers?
Nassau offers a full line of Certified Organic, Non-GMO Project Verified tofu offerings, including Silken Tofu, Farm Tofu, Extra Farm Tofu and Super Farm Tofu. Nassau also offers pre-marinated and baked tofu options for on-the-go consumers as part of our Plantspired line. Plantspired tofu is available in baked, pre-seasoned and baked, sweet BBQ, sesame ginger and teriyaki varieties.
Our flavorful, organic toss’ables are rich in protein and available in garlic and herb and a new Korean-inspired sweet chili flavor. In addition to tofu, we also offer vegan dumplings, Asian-style wraps, kimchi, pasta zero, and udon noodles. And of course, our Plantinspired plant-based steaks, available in Korean BBQ and Gochujang flavors are new extensions to our vegan portfolio.
In the tofu space, our high-protein super farm tofu is a top seller due to its convenience, ease of use and high protein content per serving. Because super firm tofu doesn’t need to be pressed or drained, it’s great for a variety of recipes. Super Farm Tofu also contains 14 grams of plant-based protein, providing a nutrient-dense option for users looking for extra protein. Our new Plantspired Steak continues to be a top seller.
Why did Nasoa choose Korean BBQ and Gochujang as the first two flavors of Plantspired Steak?
We wanted our first flavor of plant-based steak, Korean BBQ, to be consistent with the variety and rich history of Nassau’s existing Korean-inspired flavors. Following the success of the Korean BBQ flavor, we were excited to continue the momentum by introducing the additional gochujang flavor, which delivers a spicy, sweet and umami-rich taste.
What sets Nassau’s plant-based steaks apart from other brands in the space? What makes it innovative?
Nasua’s plant-based steak’s biggest difference from other brands in the space is its real meat-like texture, simple, trusted ingredient list including water, sauce, textured soy protein and oil, as well as its authentic Korean-inspired flavor offerings. .
Nasoya’s plant-based steak allows consumers to enjoy a protein-packed meat alternative without compromising taste or texture. Our plant-based steaks are also pre-cooked and seasoned, providing the ultimate convenience for on-the-go customers.
In which retail channels will Nassau’s plant-based steaks be available and in which markets? Do you have plans to expand into more markets?
Nassau’s Plantinspired Korean BBQ steaks are available in more than 6,000 grocery stores nationwide, with distribution at Wegmans, Publix, Sprouts, Stop & Shop, Albertsons, Vons, Pavilion and more.
The Gochujong variety, which just launched in April 2023, is currently available at Sprouts Farmers Markets, Albertsons, Vons and Pavilions, and distribution will expand throughout 2023.
How do you predict the plant-based industry will evolve in the coming years?
Consumers are increasingly interested in plant-based foods for increased sustainability, health benefits and more.
“…we are confident that the industry will continue to thrive”
Because of this, we have seen vegetarian and non-vegetarian consumers start incorporating plant-based products into their daily diet. As the plant-based industry and NASA continue to develop nutritious plant-based options for consumers to enjoy, We are confident that the industry will continue to thrive.
What’s next for Nasoya’s Plantspired line? Are there any other innovations in your work?
We have some exciting new innovations coming soon! We’re also continuing to expand flavor profiles like the new Korean-inspired Sweet Chili Toss’able variety and the Gochujang Plantain-Spired Steak.
“We are working to bring other plant-based meat alternatives to life.”
We’re continuing to innovate in the plant-based meat space with new plant-based meat analogs this summer. We are working to bring other plant-based meat alternatives to life In the same convenient format, with a plant-based chicken product that we are excited to roll out in the future!
Where do you see Nasoa and Plantspirod in five years?
Our Plantspired line has proven to be very successful to date, and we are pleased to be able to offer consumers delicious tofu and plant-based meals that are ready to prepare or enjoy in minutes. We look forward to expanding the line and creating plant-based meat alternatives that are made with simple ingredients, easy to prepare and can be enjoyed in a variety of dishes.