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No-Fish Sticks and new Tofusion line: Vivera expands its plant-based range in Italy with Atlante
30 June 2025
Atlante continues its innovation and development journey in the plant‑based offering, reinforcing the presence of the Vivera brand in the Italian market with the launch of two new references aimed at capturing emerging trends in the meat‑alternatives segment: No‑Fish Sticks and Tofusion Japanese Style. The partnership between Atlante and Vivera—among the leading European plant‑based brands—remains solid and strategic. As Vivera’s exclusive distributor for Italy, Atlante is committed to bringing innovative, consumer‑aligned references to market.
The new products will be available throughout Italy from July 2025, with Conad Nord Ovest among the first retailers to stock them. They enrich the Vivera portfolio with solutions that combine taste and innovation.
The meat‑alternatives market keeps growing
The Italian plant‑based products market continues to post solid growth, driven by increasingly varied offerings and sustained consumer interest. According to Ipsos, two‑thirds of Italians have reduced their consumption of animal proteins, while nearly 18 million households regularly purchase plant‑based products (source: Nielsen, 2025). Conscious flexitarians now account for about 40% of the population, a steadily rising figure that confirms plant‑based is no longer a passing trend but a genuine lifestyle.
Among the most dynamic segments are meat alternatives: the Italian chilled‑plant‑based category reached a value of €204 million by end‑2024, with a +21% value growth compared to the previous year (source: Nielsen, 2025). This trend is also confirmed by our internal data, guiding our ongoing development of new plant‑based solutions daily.
Tofusion: a highly innovative line
We developed a new offering aligned with modern consumer needs, increasingly focused on the composition of foods and seeking simple, recognisable ingredients. According to EIT Food, 67% of European consumers prefer foods with clear labels and free from ultra‑processed ingredients.
Interest in international cuisines is also rising. More people are open to global flavours, looking for authentic experiences in everyday meals. Nielsen’s latest data show that 25% of consumers are drawn to ingredients and recipes from other countries.
The new Tofusion Vivera range taps into both trends: it offers recognisable ingredients with high shares of tofu and vegetables, ensuring transparency and quality without sacrificing taste. The references draw inspiration in particular from two Asian cuisines much appreciated here in Italy: Korean and Japanese.
No‑Fish Sticks: the 100% plant‑based fish alternative
No‑Fish Sticks offer a concrete response to growing demand for fish alternatives. Crispy and golden outside, soft inside, they are made with plant‑based proteins and reproduce the experience of classic fish sticks—without impacting marine life.
Their launch responds to a rapidly expanding trend. The global fish‑alternatives market is worth around €530 million and is expected to continue growing. This reflects a rising awareness of marine‑resource sustainability and a search for new plant‑based culinary experiences.
No‑Fish Sticks are designed for broad‑based consumption—suitable for the whole family, and ideal for those seeking variety and flavour in a more mindful diet.
