TWO Inc, a Tokyo-headquartered wellness company, has just launched its new “healthy junk food” concept to offer Japanese consumers nutritious plant-based offerings. 

With the increasing awareness of health and the number of vegetarians, “ethical consuming” and ”sustainability” have become very popular topics among consumers in Japan. Worldwide, the vegan market has continued to rapidly expand, and is expected to grow to 23 billion USD in 2025. In Japan, ”plant-based food” which uses vegetables as a substitute for animal products has gained a lot of public attention. 

In order to meet this growing demand, the new “healthy junk food” brand 2foods offers through its café concept, 100% plant-based versions of some of the most popular and traditional dishes of the Japanese cuisine, from desserts like mocha, red bean vegan butter donuts, to local fast-food classics like a vegan chicken tartar donut sandwich made with a soy-based patty and chickpea bun, enabling consumers to trial a range of alternative protein creations. Japanese-style curries bowls known as dons, ramen, and cold-pressed juices are also among some of the dishes featured on 2foods’ café menu. 

Over the last few years, with the increased attention to health, “vegan” and “ethical consuming” in the world, the demand towards “healthy food” using substitutes made of vegetables such as soy meat has been increasing fast. However, currently, these foods are usually pricey, not satisfying or delicious, and difficult to get in daily life. 2foods is a new concept of “Healthy Junk Food”, which is both “Yummy” – taste stimulating deliciousness and “Healthy” – to reset your body. TWO Inc, wants to bridge the gap between “healthy but pricey” and “cheap but junky” dining options by setting up the 2foods brand which provides “whole plant-based healthy junk food” that has the great taste of junk food, but is healthy and reasonably priced.

For example, one of the delicious options on offer are the yummy 2foods Original Vegan Donut that doesn’t use animal ingredients, and the sweet donut has a soft texture and deep wheat taste from the 2foods self-kneaded dough activated by long-time cold fermentation.

Another option is the Soy Chicken Tartar Donut Sandwich, which is made using soft dough. The coating of the dough uses chickpeas which contain rich Vitamin B1 and B6. Without using eggs, the vegan-friendly tartar-like sauce is mildly sour. The savory donut is an innovative sandwich that is soft, and chewy with awesome flavor.

The 2foods cafés will co-develop menu items with emerging food tech startups, who are also able to test new products and prototypes at the cafe locations. Additionally, 2foods will soon be collaborating with “OMNIMEAT”, the No.1 fake meat brand in Asia, to launch an exclusive food product.

With their launch, the company started 3 shops physically in Tokyo, and an online shop. Moreover, they will launch 2 more new shops in May in a row. Although 2foods cafe is a brand that has just debuted as a café business specializing in plant-based food, it is already one of the largest in Japan, and plans to expand to more than 100 stores in Japan and overseas within a few years. 2foods cafe aims not only to expand its own brand of plant-based food, but also to become a hub for spread of plant-based food in Japan and Asia. To achieve this goal, they have opened FoodTech Park right next to 2foods cafe Shibuya LOFT.

 

 

FoodTech Park is a place where you can experience the latest food tech brands selected from all over the world. Visitors can “see, touch, know, and taste” the products on display, and through the video content on the tablets in the store, they can learn more about the appeal, background, and ideas behind the ethical and sustainable products. The store staff will act as “storytellers” on behalf of the food tech brands, carefully explaining the appeal and structure of each brand.

At the opening of FoodTech Park, OmniMeat, Daiya Foods, and other companies from overseas are exhibiting, and it is hoped that this location will become a gateway to Japan and Asia for food tech companies from all over the world.

To learn more about visit: 2foods
To learn more about visit: FoodTech Park