Natural Products Expo West

2foods' US debut is three treats in one

By Deniz Ataman

- Last updated on GMT

Related tags plant-based brown rice flour Sustainability

Japan’s 2foods sets itself apart in the American market and meets consumer demand for plant-based products with a clean label and a unique taste and texture profile with the US debut of its three-in-one dessert Gâteau Chocolate at Natural Products Expo West last month.

Before bringing Gâteau Chocolate to the US, 2foods started as a restaurant in Tokyo’s Shibuya neighborhood, serving popular vegan comfort foods like donuts and ice cream, explained Yoshio Yahagi, chief culture officer and SVP, global expansion, 2foods. Its US product, Gâteau Chocolate, is a plant-based chocolate cake that can be prepared in three different formats when placed in different temperatures.

The versatile Gâteau Chocolate is made from Japanese brown rice flour and Ghirardelli chocolate and stored frozen. In its frozen form, Gâteau exhibits a fudge-like consistency. When left at room temperature for 15-20 minutes, it transforms into a mousse; and when microwaved for five seconds, it turns into a melted chocolate. With eight servings per container, each slice contains 180 calories, two grams of protein, 12 grams of fat and 14 grams of added sugar.

Gâteau Chocolate features a variety of certifications on pack, including from the Forest Stewardship Council for its packaging, alongside Non-GMO Project Verified, Certified Plant-based, soy-free and gluten-free.

Tapping into US consumers’ curiosity for global foods, expanding retail presence

US consumers’ ongoing curiosity for global foods and flavors was a driver for 2Foods’ to make the leap into the international market, said Yahagi. He added, the company is starting its US expansion in Southern California in premium and natural retail stores, including BESTIES Vegan Paradise, with more locations announced in the coming weeks, Yahagi explained.

“This phased approach allows us to ensure that our products are introduced and established in markets that uphold our high standards of quality and sustainability,” he said.

The company also partnered with plant-based retailer, PlantX, in Chicago and Los Angeles, in addition to nationwide distribution on this month.

"Our strategic focus for 2024 will be on expanding our presence across the West Coast. As we look towards 2025, our expansion will continue eastward. We are carefully selecting retail partners who align with our mission and values that will be a strong partner helping us spread our tagline, ‘Future, meet delicious,’” Yahagi elaborated.

Related news

Related products

show more

Consumer Attitudes on Ultra-Processed Foods Revealed

Consumer Attitudes on Ultra-Processed Foods Revealed

Content provided by Ayana Bio | 12-Jan-2024 | White Paper

Ayana Bio conducted the Ultra-Processed Food (UPF) Pulse survey, offering insight into consumers’ willingness to consume UPFs, as well as the variables...

 Four actionable steps to reduce allergen recalls

Four actionable steps to reduce allergen recalls

Content provided by FoodChain ID | 04-Oct-2023 | White Paper

Failing to mitigate allergen risks has serious consequences - not just for consumer safety, poor allergen procedures can also cause financial losses and...

Related suppliers

Follow us


View more