How the Godfather of Nondairy Frozen Desserts Is Faring in an Alt-Obsessed World
Even the founder is asking himself what’s next for Tofutti
David Mintz strolled toward the entrance of an industrial building in Cranford, New Jersey the way Jay Gatsby might open a car door for a date — if he were an octogenarian in New Balance sneakers with Velcro straps.
Inside, the lobby is wallpapered with ads for sweet and savory treats: Tofutti Cuties, Pizza Pizzaz and Blueberry Cheese Pillows, Chocolate Dipped Delights and Mintz’s Blintzes. One-dimensional fudge drips down from the off-white ceiling tiles. An overturned polymer ice cream pint and a plastic cone sit on a corner table, their molded melts seeping out.
Welcome to the headquarters of Tofutti. In a world in which lactose-intolerance, food allergies, and veganism have become mainstream, Tofutti was ahead of its time. Mintz invented the nondairy frozen dessert from soy-based tofu almost 40 years ago, piggybacking on Tofutti Cuties with soy-based sour cream, cream cheese, sliced cheese, and ricotta.
Among the first vegan frozen desserts sold nationwide, Tofutti is competing in what is becoming a crowded market: U.S. sales of nondairy frozen desserts saw a 49% increase in sales over the prior year, according to Nielsen data.
