Guilt-Free Sweetness in One Hand: The Untold Story Behind the Tofu Sweets Bar
We’ve all had those late-night cravings for something sweet—and maybe you’ve paused, wondering whether to treat yourself or resist the temptation.
The Seven Premium Tofu Sweets Bar removes the "guilt" that often comes with eating sweets. It combines the taste of tofu with just the right amount of sweetness. For dessert lovers, this is a dream come true. But behind its creation, there had been much "rain."
This time, we’re sharing the "After the Storm Comes the Calm" story of the team behind the Tofu Sweets Bar.
Contents
- The Inspiration Behind the Development: "I don’t want to eat something sweet at night!" – A Comment from My Daughter
- Two Flavors That Perfectly Complement the Taste of Soy
- Harsh Feedback at the Tasting—and Unexpected Results from the Test Launch
- Unexpected Popularity Led to Supply Struggles!
- A New Option for Tofu Sweets Bars
The Inspiration Behind the Development: "I don’t want to eat something sweet at night!" – A Comment from My Daughter
"It all began with a simple wish: to get more people to enjoy tofu. The original —what later inspired the Tofu Sweets Bar—was born from that idea," says Seven Premium Development Strategy & Planning Department at Seven & i Holdings.
In their mission to expand the tofu market, Haga and his team realized that the key wasn’t just in making tofu—but in changing the way it was presented to consumers.
Haga
Instead of the traditional white, square tofu, we wanted to create something that could be eaten with one hand and offer a variety of flavors. We thought that if we could make tofu more convenient and accessible in this way, even more people would be able to enjoy it.
Thus, the Tofu Bar was launched, featuring a satisfying texture, the delicious taste of tofu, and the convenience of getting plant-based protein from soybeans all in a portable, one-handed snack. It quickly became a popular product.
Haga
However, over time, sales began to plateau. We found ourselves constantly wondering what our next move should be.
That’s when Kawakami, a merchandiser from the Merchandising Division at Seven-Eleven Japan and a member of the same Tofu Bar development team, began having numerous discussions with Haga about what to do next.
Kawakami
One of the reasons the Tofu Bar became popular is its "one-hand" convenience. Nowadays, tasks like using a smartphone have become common, and doing things with one hand has become a standard.
Haga
Tofu-based desserts, like tofu pudding, already existed in the market. However, there was nothing that could be eaten with one hand. So, I thought, "Why not create something entirely new—a healthy tofu dessert that can be enjoyed on the go?"
Kawakami
That’s when we imagined a scene like this:
A father comes home late from work and brings a sweet treat for his daughter. However, she doesn’t appreciate it, saying, "I don’t want to eat something sweet at night."
Haga
Wait, isn’t that an episode from your own home, Kawakami?
Kawakami
…Yeah. Anyway, I figured that if it were a tofu-based sweet, maybe it wouldn’t feel so guilty to eat it at night. That moment became the hint that sparked the idea.
And that’s how the development of the Tofu Sweets Bar began—something healthy, yet deeply satisfying.
Two Flavors That Perfectly Complement the Taste of Soy
With flavoring agents, you can create a wide variety of tastes—even mont blanc or chocolate mint—using tofu as a base. However, what the development team aimed for was not just making any ordinary sweets.
Haga
What we were really aiming for was a sweet that brings out the deliciousness of tofu. Since the original goal of the Tofu Bar was to help people enjoy tofu more, we wanted to stay true to that core idea as a team.
Kawakami
After countless trials and testing a wide range of flavors, we found that cacao and tubers paired especially well with the aromatic compounds in soybeans. Cacao, in particular, was a perfect match. Thanks to that, we were able to balance both the natural deliciousness and sweetness of the ingredients.
Just like with the flavor, the team paid special attention to creating a smooth, dessert-like texture. While the original Tofu Bar used a firmer texture similar to momen (cotton) tofu for a satisfying bite, the Tofu Sweets Bar was made with a silkier base, similar to kinugoshi (silken) tofu. The result was two finished flavors: "Chocolate Cake" and "Sweet Potato."
The team was confident in the final product, but the feedback during the in-house tasting didn’t quite meet their expectations.
Harsh Feedback at the Tasting—and Unexpected Results from the Test Launch
Haga
The very first reaction at the tasting was "Who would even eat something like this?"
The tasting session was held by Seven Premium’s "Chilled processed foods (such as tofu, fish paste, and noodles)Division," which typically handles traditional staples like tofu, natto, oden, and udon. Perhaps because of this, the new Tofu Sweets Bar, with its unique appearance and flavor, wasn’t widely accepted.
Haga
We knew from the start that reactions would vary—it was something that had never existed on the market before. Still, to be honest... the feedback hit harder than I expected.
That said, not everyone at the tasting was critical. Some actually responded positively. So the development team decided to take the next step: a test launch—letting real customers be the judge.
In the stores where the test launch took place, the category of water-based products (such as tofu and konjac) saw a rise in sales. The Tofu Sweets Bar was pushing those numbers up. As the test launch expanded to more areas, its momentum continued without slowing down.
Kawakami
What surprised us was the number of young female customers. Although the hint came from my daughter’s comment, we initially thought it would just be a new option for Tofu Bars. But once we launched it, the result was completely different. It was a happy surprise.
Not only was the test launch successful, but it also reached a different customer base than the Tofu Bar. Overturning the evaluations from the tasting session, the Tofu Sweets Bar officially went on sale in March 2024.
Unexpected Popularity Led to Supply Struggles!
The Tofu Sweets Bar was originally set to roll out gradually across Japan, starting with limited regions. However, in every area it launched, sales far exceeded expectations—so much so that production couldn’t keep up.
Looking back, Kawakami says, "We were overwhelmed—in a good way—by the response, which far exceeded our expectations."
Still, there was no time to pause. Cocoa powder, a key ingredient for the Chocolate Cake flavor, was in short supply due to the global cacao shortage. Kawakami had to work hard on building a reliable supply system.
Kawakami
We reached out to every possible connection and sourced cocoa powder from multiple suppliers. But when we actually tried making the product, the taste just wasn’t the same. The compatibility between cocoa and soybeans was crucial. Not just any cocoa powder can be used, so even now, sourcing it remains a challenge.
It wasn’t until nine months after its launch that the Tofu Sweets Bar finally became available nationwide.
A New Option for Tofu Sweets Bars
From product development to its release and the establishment of a supply system after launch, the Tofu Sweets Bar has "weathered many storms" and has grown into a new type of healthy sweet. However, the development team is already tackling the next challenge: creating a Strawberry Soy Latte flavor by adding a "latte" element to the tofu and sweets combination.
Tofu Sweets Bar with Strawberry Soy Latte Flavor
*Specifications, prices, and release dates may vary by region or store.
*Some stores may not carry this item.
Kawakami
We struggled quite a bit with adjusting the moisture level, but I believe we were able to capture the freshness and texture of the strawberry’s juiciness and seeds.
Haga
The feedback from staff who’ve tried it has been really positive, so I truly hope people will give it a try.
When it comes to Strawberry Soy Latte, it has a light pink color and a cute impression, which doesn’t seem like something that fits into Haga and Kawakami’s everyday lives (no offense!).
However, despite the current success of the product, They are not resting on their laurels. They share a common approach: staying curious and interested in everything. Trends in the city, every ad and packaging, and even a single remark from their families—all of these things contribute to the foundation for creating entirely new products.
Haga
What made us happiest was the support we received from so many customers after the launch. Hearing "It was delicious!" from family and friends really encouraged us, too. Above all, we feel lucky to have been part of developing a product like this.
Kawakami
We feel a sense of accomplishment in offering a new option for consuming tofu to the market. Moving forward, the challenge will be how to continuously meet expectations and provide the product consistently. While the struggle may continue, I want to keep pushing ahead so that more people can enjoy it.
Chasing Even “Brighter Skies”—The Tofu Sweets Bar Will Keep Evolving.
This text has been translated using an automatic translation tool.
