Asahiko Co., Ltd. President and CEO Mio Ikeda

2026.03.13

"Just do your best" - Saving the future with "evolving tofu"

■ Profile
Born in 1972. From Aichi Prefecture.
In 2018, he left the confectionery industry to join Asahi Co., Ltd., a long-established tofu manufacturer, as the head of marketing. In 2020, he launched "Tofu Bars," which define tofu as a "plant-based protein source," and led them to become a huge hit, selling over 1 million bars in total. He advocates co-creation in the tofu industry through "value creation" rather than "price appeal."
He will become the company's representative director in May 2023.

Asahiko is best known for its "Tofu Bar," which has sold over 1 million units since its launch in 2020. With global concerns about protein deficiency, what can tofu do? We spoke with Mio Ikeda, who conceived this groundbreaking product and has served as President and CEO since 2023, about her journey so far and her goals for the future.

I spent my student years at the Department of Forestry, Faculty of Agriculture, Tokyo University of Agriculture. I heard that "the notebooks used by Japanese people are the whitest in the world," which sparked my interest in studying with paper, and that's what led me to enroll. During my time at university, I dedicated myself to mushroom research, which also sparked my interest in food. I researched the beneficial components of Agaricus blazei, and I also set up a food exhibit at the school festival. I also had a part-time job, but basically, I spent my days immersed in research, wearing a lab coat. I would shake test tubes, finish my research for the day, and then head to my part-time job.
Looking back, I may have been a bit of an unusual student at the time, but I wasn't even looking for a job. I was so absorbed in my research that I hadn't decided where I wanted to work when I graduated. I stayed on at the university for a year after graduation, helping with experiments, and then I looked through a magazine for part-time jobs and decided where I wanted to work.
My first job was at a candy company. When I saw the words "Research and Development," I joined with the expectation that I might be able to wear a lab coat and shake test tubes there, but I was actually assigned to the product planning department. With no experience, I began spending my days writing product ideas on concept sheets.
Among all of that, the "Muscat Throat Lozenges" were a major turning point. At the time, most throat lozenges were bitter and weren't sold in the spring or summer. It was common knowledge that "throat lozenges are bitter medicine and a product for autumn and winter." I wanted a lighter throat lozenge, so I submitted a proposal for "Muscat Throat Lozenges." Because both the timing and the concept were outside the norm, the initial reception wasn't very good, but it was eventually commercialized and we were able to sell it. This is where my career in product development began.
I try to be the first user and think about what kind of product I would want. I still think it's important to not overlook small inconveniences and dissatisfaction in the world, or feelings of "I wish it was a little more like this."

■ A sudden shift to the tofu market: Appointed president with "creativity"

After working in the confectionery industry for about 20 years and feeling I had exhausted all possibilities in product development, I joined Asahiko eight years ago. It was a challenge in the tofu market, a category different from anything I had worked in before. Immediately after joining the company, I conducted market analysis to find out what kinds of products were on the market, who the competitors were, and where we stood. At that time, the average selling price of tofu was less than 100 yen, and it was a world of price competition where companies with large-scale facilities had an advantage. I realized within one or two months of joining the company that Asahiko was at a disadvantage in terms of facilities.
Then, in my third month there, I had the opportunity to travel to the United States. I saw "TOFU" on the shelves of supermarkets there, and it looked very cool. In a market free from preconceived notions, tofu was being used as a plant-based protein source to replace meat. From a sustainability and health-conscious perspective, it was being accepted as a "third protein." It was being grilled or fried and eaten as a substitute for steak or chicken nuggets.
While the Japanese tofu market was shrinking, the American market was expanding. This gave me the idea to develop a "tofu bar." Just like with the throat lozenges, I convinced my colleagues and started development. We launched it in the winter of 2020, two years later, and it grew into a product that sold over 10 million units in its first year. In 2023, my fifth year with the company, I was told, "We want you to continue to energize the company with new ideas," and I became president.

■Challenging the future Asahiko's "Evolving Tofu"

Asahiko is a company that makes traditional tofu and fried tofu. Our skilled craftsmen, who take pride in their work, continue to challenge themselves for the future, leveraging their expertise. It is said that by 2050, there will be a protein shortage equivalent to 12 billion people worldwide. This is what is known as the "protein crisis." Currently, the ratio of plant-based to animal-based protein consumption among Japanese people is 1:2, but in the future, with the protein shortage, a consumption biased towards animal-based protein will make it difficult for everyone to consume protein equally. Therefore, we want to evolve our tofu.
Currently, we are developing products such as minced tofu and soy meat as plant-based protein foods that are popular with younger generations. Furthermore, we are developing products that allow people to get nutrients while eating vegetables or eating dessert. Our goal is to create foods that can be consumed "while" doing something else, such as working or reading. Currently, our products require refrigeration, but in the future, we are working on developing products that can be carried at room temperature.
Ideas aren't born at a desk. Small inconveniences and unease we experience in our daily lives—on the train, during conversations, watching TV, etc.—serve as inspiration. By accumulating and combining these, ideas are born. Asahiko is a company that has been a part of a 1000-year-old soy culture. We believe our mission is to leverage this tradition while simultaneously achieving innovation and preservation for the future.

■Message to university students

We are not currently hiring new graduates, but what we look for is a desire to take on challenges rather than skills. Therefore, rather than focusing on what we can do now, we would like to work with people who have the desire to take on new challenges. People who are willing to learn on their own, not give up even when they fail, and are prepared to continue challenging themselves will definitely grow.
I didn't even look for a job, but I diligently continued doing what was in front of me. As a result, I was able to become the president of my company. It's okay not to have a clear goal from the start. The important thing is "not to give up." Keep going no matter what happens. I believe that is the biggest factor in paving your own way. When it comes to troublesome or inconvenient things, try to maintain a positive attitude.

Student Newspaper Online, February 9, 2026 Interview with Remi Yoneda, 2nd year student at Aoyama Gakuin University

Tokyo Woman's Christian University sophomore Risa Ukita / Josai International University sophomore Yurie Watanabe / Aoyama Gakuin University sophomore Reimi Yoneda / Showa Women's University sophomore Rurika Abe / Musashino University junior Akira Yoshimatsu