Tofoo IS not like other plantbased products, it’s not even like other tofu. The Tofoo Co makes organic tofu from a traditional Japanese recipe. The brand currently has a 53% share of the tofu market, and with consumers increasingly turning to a healthier, plant-based diet, tofu has surged in popularity. It’s proud to be itself, a real, natural ingredient that tastes great. The commercial has the look and feel of a fashion film and was directed by Jade Ang Jackman from Black Dog Films.