Despite being the UK’s biggest and best selling meat free brand, Tofoo was still seen as harder work than it really is. Our response was FAST FOO, positioning Tofoo as a pit stop in modern, non-stop lives. By tapping into the reality of time poor, always-on culture, we reframed Tofoo as fast, effortless fuel for everyday living, breaking the myth of complexity and reinforcing its place at the centre of mainstream meat-free cooking.