2Foods
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2foods is a Japanese plant-based food brand established in April 2021 by its parent company, TWO Inc. The company was founded by Yoshikazu Azuma, who, after establishing a PR and marketing firm, created TWO Inc. in 2015 to focus on the well-being sector. The 2foods brand was launched from a desire to resolve the conflict between healthy eating and enjoyable, satisfying food, operating under the concept of "healthy junk food."
The company's business model is twofold, encompassing both a restaurant and café chain and a consumer-packaged goods (CPG) line. Revenue is generated through sales in its physical stores, which started in Tokyo's Shibuya district, and through an e-commerce platform. A key milestone was a Series A funding round in January 2022, which raised USD 4.4 million from Kagome Corporation, Japan's largest producer of processed tomato products. This partnership was established to accelerate growth and co-develop new plant-based products, leveraging Kagome's dominant market position.
2foods targets consumers, particularly the younger generation, who are interested in plant-based options for health and ethical reasons but do not want to sacrifice taste. The product portfolio is extensive, including items like vegan donuts, ramen, Japanese-style curries, and desserts. A signature offering is the "Ever Egg," a plant-based egg alternative made from carrots and white beans. In a move for international expansion, 2foods made its U.S. debut with its Gâteau Chocolate, a versatile dessert that can be served frozen, as a mousse, or as a melted cake. The company actively collaborates with other food tech startups to co-develop menu items and test new prototypes in its cafes.
Keywords: plant-based food, Japanese cuisine, vegan, food and beverage, CPG, restaurant chain, healthy junk food, food tech, alternative protein, vegan desserts, plant-based egg, direct-to-consumer, sustainable food, ethical consumption, Tokyo startup, food innovation, plant-based snacks, ready-to-eat meals, e-commerce food, wellness products