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“The [ethnic] grocery aisle still has these vestiges of a previous era,” says Momofuku chief executive officer Marguerite Mariscal.

Take hard shell tacos, for example, or a category closer to the Momofuku world: soy sauce and tamari.

In many American grocery stores, consumers have two choices — caramel-colored salt water or low-sodium, caramel-colored salt water.

Momofuku thinks Asian pantry staples are up next, and the company is on a mission to transform the suburban Asian food aisle.

But while the grocery aisle inspired Momofuku’s product range, for now it is being sold direct-to-consumer through the company’s web site.

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