matu4
I was surprised to find that there was seating available. In a way, it was a relief. Since it's located right next to Sushi Masuda, it turned out to be a perfect place to kill some time. The shop is called "beyond sweets," which is quite an intriguing name. It reminds me of the company "Beyond Meat" that gained attention a few years ago and is publicly traded on the NASDAQ. Beyond Meat's flagship product is The Beyond Burger, a plant-based burger patty that closely resembles the look and taste of meat burger products. It's made primarily from mung beans and peas and also includes other products like "Beyond Beef," a ground meat type, and "Beyond Sausage." All of these products are free from antibiotics, genetically modified crops, and gluten. Following their lead, Beyond Sweets offers a selection named beyond 1, 2, and 3, emphasizing gluten-free and no refined sugar options.
This is a wonderful challenge that suggests an increase in choices for Japanese people, who tend to have single preferences, and I find it quite appealing. While the coffee is decent, there’s also a plant-based option, which connects to sustainable practices. While this trend is already quite common on the West Coast of America, it is still a minority in Japan. Since taste is a crucial condition for food, the Florentines here are intensely sweet, with a crunchy texture; however, the strident sweetness may be hiding some underlying flavors. The chocolate cake labeled “Choco Noisette” is quite flavorful as well.
Of course, the future holds limitless possibilities, and I hope they continue to push forward and take on interesting challenges. If they aim to eliminate all animal products, it might clarify the aesthetic of their offerings. By the way, the American company Beyond Meat, which likely inspired the name, is now available in over 130,000 locations across more than 65 countries and regions—truly a major player. Their strategy to strengthen relationships with major food companies in the U.S. includes a joint venture with PepsiCo and strategic partnerships with Yum Brands and even McDonald's, contributing significantly to the plant-based burger market.
Aside from sustainable concepts, with the global competition for food sourcing intensifying, challenges in securing ingredients like butter, cheese, and oils are just around the corner. In this context, I believe that in ten years, plant-based delicious foods will become commonplace in Japan. I'm predicting that they will inevitably hold a market share of about 10% to 20%.