Sushi and Bento brand Wasabi is building on its retail footprint with the launch of a new flavour – Flaming Korean Fire Chicken – which will be listed in major UK supermarkets, including Sainsbury’s, Morrisons, Co-op and Tesco, this month.
In a brand first, Wasabi is rolling out a dual-channel launch across retail and restaurants – introducing the Extra Spicy Flaming Korean Fire Chicken to both supermarket shelves and in-store menus.
A key addition to Wasabi’s growing chilled ready‑meal range, the Flaming Korean Fire Chicken blends red‑flamed chicken in Wasabi’s signature fire sauce with red peppers and candied chillies, served with rice.
Recent consumer data shows UK shoppers are embracing heat, with Kalsec reporting 65% of consumers eating spicier food than a year ago.
Henry Birts, Chief Executive Officer at Wasabi, said: “At Wasabi, we listen to our customers – and one thing we’ve heard loud and clear is the growing appetite for seriously spicy food – the UK loves it. Our new Flaming Korean Fire Chicken isn’t just hot, it’s hotter than ever – created to meet the rising demand for punchier, more intense flavour across both our restaurants and our grocery range.
“This launch is part of our continued focus on innovation and delivering bold, exciting products that reflect the evolving tastes of today’s consumer. We’re proud to bring something to market that doesn’t hold back.”
The Extra Spicy Flaming Chicken Bento will be available across Wasabi restaurants nationwide from 11th September.
