2foods on Fusing Tokyo’s Art Scene With Their Vision of a Plant-Based Future

Written by: Annie Taranshansky

“2foods is more than a brand; it's a cultural movement.”

Among vibrant images of delicious pastries being happily shared amongst a fashionable and diverse group of young, 20-somethings, the hot pink slogan on 2foods USA’s website stands out. The brand draws an instant curiosity and a dynamic excitement the moment you stumble upon it – and we couldn’t help but want to learn more. The PBFA team recently had the chance to speak with representatives of 2foods USA to hear about their vision for the plant-based foods industry, and learn what lies at the center of the cultural and culinary blend that has propelled the company to expand from Japan to the U.S..

A Japanese Spin on American Classics

2foods is a plant-based company, founded in the heart of Tokyo, that entered the American market in March of this year. The company was launched by CEO Yoshikazu Azuma, a single father with dreams of building a better planet and a brighter future for his two daughters. Founded on the concept of “taking two things that people don’t normally think go together, and fusing them into one,” the brand’s contrasting elements consist of a unique combination of Japan’s plant-based culinary craftsmanship with the arts, fashion, and music community central to Tokyo’s street culture.

With two cafés open in Japan – one in Ginza and the other in the heart of Shibuya – 2foods serves a wide variety of options, from plant-based chicken nuggets, donuts, omelets, curries, and everything in between. The products emerging from 2foods infuse the quality and craftsmanship that Japan’s culinary circles are famous for into traditional American favorites – that are all plant-based. “As a Japanese brand, we hope consumers take away continued excitement about products coming from Asia. We want to show that Japanese innovation is not only specific to Japanese cuisine. The Japanese culinary culture is evolving to make all cuisine better,” the 2foods team told us.

Plant-Based Cake Anyway You Want It

2foods’ debut U.S. product is their popular and rich chocolate cake, Gâteau Chocolate — “from Japan, now made in the U.S.A.” — known for its versatility of preparation. The brand’s hardworking research and development team works tirelessly to level up the taste and dining experience of their products. Specifically with their chocolate cake, depending on how the customer prepares it (either via microwave, refrigeration, or thawing), the cake will taste “like fudge, like mousse, or like melted chocolate.” The team threw out a fun anecdote that they’ve even melted the cake into a glass of plant-based milk to make a delicious and flavorful chocolate milk.

Beyond the adaptability of the cake’s preparation, what sets the dessert further apart is its incorporation of unique ingredients: ultra fine Japanese brown rice flour – exported directly from Japan –acts as the key to its gooey texture and gluten-free properties, plus the addition of American chocolate that keeps the cake rich and mouth-melting. Everything from the first impression to the first bite is designed to be exciting and enticing: Gâteau Chocolate arrives in a pristine pink box, mimicking an “unboxing” or “gift-opening” experience that is beloved by the Japanese food community.

Forming a Global Connection With Art and Food

For 2foods, finding plant-based success in the Japanese market has been a different experience than that of breaking into U.S. shelves and menus. The team shared with us that plant-based as a concept is still relatively new to Japanese cuisine. Beyond building their brand and expanding globally, 2foods is actively working on normalizing plant-based eating in Japan. That’s where the cultural movement comes in. The brand has immersed itself in the vibrant street culture of Tokyo, partnering with influencers and musicians to uplift their brand and raise awareness for plant-based diets via unique digital content. “If someone’s favorite DJ is embracing plant-based, for example, maybe then they’d be more inclined to try it out,” the team pointed out.

And now, the team has big plans for its debut into the American market, making it clear that what we’re seeing is just the beginning of 2foods USA. They’re already in seven stores in Los Angeles and available for purchase through various online retailers with nationwide distribution. Within weeks of their U.S. debut, they were selected as a NEXTY finalist at Expo West for the “Best Frozen Dessert” category. And in the near future, 2foods USA is hoping to diversify its product offerings, branch out, and “tap into its savory side to show off the diversity of what [they] make in Japan.” The team has dreams of opening fast casual restaurants in the United States, and even (fingers crossed) potentially bringing their famous, Tokyo-style plant-based donuts into the mix.

And even with all these aspirations, 2foods has not lost sight of their company’s founding vision: Growing their connection with the arts community here in the United States is at the top of the agenda, and the team is inspired more than ever to continue to “bring people into the world of ‘2’.”

If you’d like to keep up with 2foods USA, learn more about the company on their website and follow them on Instagram @2foodsusa