In this Founder Feature, host Caitlin Bricker sits down with Caroline Dai, founder of TofuGo, a savory protein snack made from whole foods tofu with 12 grams of protein, zero sugar, and zero natural flavors.
Caroline grew up eating tofu daily in her Chinese family before moving to Seattle at age 13. After years working in business and finance, constantly snacking on sugary protein bars at her desk, she realized there was nothing savory, whole-food, and additive-free on the market. She launched TofuGo in March 2026, and just two weeks later, a simple living-room video went viral with over 350,000 views. Five months in, the brand is now in over 40 U.S. states and Canadian provinces, with a growing base of repeat subscribers.
Caitlin and Caroline dig into the craveable, ancient Chinese culinary craftsmanship behind the product, why she's intentionally staying savory instead of chasing every trend, how strong sell-through data has changed retailer conversations, and her vision for TofuGo as a nationwide, mainstream snack accessible to vegans, fitness enthusiasts, and families alike.
Listen in as they discuss:
- How growing up eating tofu daily in a Chinese household inspired Caroline to build TofuGo
- The unscripted, low-production living room video that hit 350,000 views two weeks after launch
- Why TofuGo's two current flavors, soy barbecue and spicy chili, were chosen to bridge Asian flavors with mainstream American snacking
- The ancient Chinese culinary technique behind removing water content to turn fresh tofu into a shelf-stable snack
- Why TofuGo intentionally stays focused on two SKUs instead of expanding the lineup too quickly
- How the packaging design, inspired by Chinese red envelopes, became a core part of the brand's identity
- Why strong in-store velocity data has helped overcome retailer skepticism about "niche" Asian flavors
- How TofuGo built inbound international demand, including an upcoming UK launch, without deliberately pursuing it
- What's next for the brand, including an Amazon launch, more flavors, and continued retail conversations
- Caroline's advice for early-stage founders on getting comfortable being the face of their brand
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