TofuGo

About

On today's episode, I sit down with Caroline Dai, founder of TofuGo, a brand making shelf-stable, savory tofu snacks inspired by Chinese dried tofu, packaged in a jerky-style pouch.

TofuGo launched around March of this year, went viral about two weeks in, and has been figuring out how to turn that attention into a product people understand once it hits a real shelf. In this conversation, we talk about why shelf-stable tofu is hard to manufacture, what actually worked in those early weeks of virality, and why aisle placement does a lot of the customer education social media can't do on its own.

We also get into packaging constraints, where the business sits today, and what Caroline is aiming for in the category. I learned a lot during our conversation, and I hope you enjoy it as much as I did.