Back in February, Chipotle began testing a new shredded tofu option, “Sofritas,” in the San Francisco Bay Area. Since then, the burrito chain expanded this new addition to the rest of California, and according to Businessweek, “Sofritas now account for 4 percent to 5 percent of sales in the state.”
Due to its success, Chipotle will offer the tofu option throughout the West Coast by the end of this month. The vegetarian-friendly filling is GMO-free and features shredded tofu braised with tomatoes, poblano peppers and chipotle sauce. Customers will be able to add Sofritas to any of the chain’s burrito, taco and salad dishes.
Of course, the company hopes to attract both herbivores and carnivores alike. “This isn’t your typical tofu dish,” spokeswoman Danielle Winslow told Businessweek in an e-mail. Winslow added that the goal is to offer tofu options “good enough to have crossover appeal as well.”
H/T + PicThx Businessweek