Pulmuone's Tofu Bar booms in Japan

Pulmuone's Tofu Bar [PULMUONE]

Pulmuone's Tofu Bar, a plant-based protein product, sold over 58 million units in Japan backed by its appeal particularly among men, as a meal replacement or healthy snack.

Tofu Bar offers 10 grams of protein per bar and has a chewier texture compared to regular tofu. It is available in four varieties: Umami Kelp, Basil Salt, Lotus Root, Soybean and Sweet Potato. Additionally, the Korean food company offers 11 Tofu Bar products as private-label items in convenience stores.

Launched by Pulmuone's Japanese subsidiary Asahico in late 2020, Tofu Bar has experienced a 241 percent increase in sales over the past two years, according to the company on Wednesday.

"Tofu Bar is consumed widely as a meal substitute, post-exercise protein intake, and a healthy snack [particularly among Japanese males aged between 30 to 50]," a Pulmuone official said. "It is sold daily at an average of approximately 80,000 units in the total of over 30,000 convenience stores, including Japan's three major convenience stores — 7-Eleven, Family Mart and Lawson."

To meet growing demand, Pulmuone has expanded local production lines, with further expansion planned to increase monthly production capacity from 2.18 million to 3 million units by March of this year.