Marketing and Branding Strategy for a Hemp Tofu

Abstract

For the past years, Harmonius GmbH has been developing a tofu-like product made from hemp seeds with the help of industry partners and universities. The product has been launched on the Swiss market in 2022 under the brand Harmonius. Due to the impetus of globalisation, market expansion became an essential factor for Harmonius. For an expansion into the European market, the brand name HAFU has been registered. The product brings with it a lot of benefits for consumers regarding the nutrient density and bioavailability, though it has not reached a lot of attention on the market yet.