They examine the successful market creation of Meiji Tofu-Style Yogurt, YOFU, by fundamentally redefining its usage scene.

YOFU was specifically engineered to be a non-traditional yogurt, with reduced acidity and a dense texture, enabling it to be consumed as a savory side dish with condiments like soy sauce during the evening meal. The strategy focuses on seizing the unmet need for a quick, nutritious, supplemental dish at dinner, where traditional yogurt was absent, effectively competing with options like tofu rather than other yogurts.

It highlights the importance of strategic retail placement in the tofu section and ensuring the product is convenient to use to successfully secure new customers in an already mature market.