Vitasoy 山水 Bean Curd

Pak Fook was the market-first in packaged bean curd and now that Vitasoy has launched its version. A very late comer, by more than a decade. I really wonder why it would pick a head-on competition where Pak Fook means nothing but packaged bean curd in the mind of consumers. It will remain in the top of mind of the consumers except that Vitasoy is able to come up with a very innovative bean curd products and invest heavily enough in A&P. In terms of innovation, Vitasoy bean curd is made from organic soy beans and it has a scallop-flavoured variant. It's not quite big a deal to make real impact. In terms of A&P, it flashed some TVC spots for a while and vanished. My fair guess is that it could be yet another failure of extension.

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