Japanese food brand YO! is expanding beyond the restaurant table with the launch of a cooking and dipping sauce range in the retail sector.
Developed in collaboration with The Flava People, the six-strong line-up launches in Morrisons this month (RRP £2.00 – 200ml).
The range brings YO!’s most popular restaurant flavours to consumers’ kitchens, with new and improved recipes in a format designed for everyday ease. Varieties include: Sweet Chilli, Katsu Curry, Teriyaki, Sweet & Sour, Soy, Ginger & Garlic, and Japanese BBQ.
Lauren Crozier, Marketing Director at YO!, commented: “At YO! we’re all about making Japanese food fun, exciting and easy to enjoy, whether you’re dining with us, grabbing something on the go, or now, cooking at home.
“We’re especially delighted that our head chef, Hoshino San, worked closely with The Flava People development team to make these sauces new, improved and bursting with even more authentically Japanese flavour. From a quick midweek stir-fry to weekend feasts with friends, these bottles bring a little piece of our restaurant magic into your own kitchen — and we can’t wait to see how people put their own spin on them.”
Launching as part of Morrisons’ Market Street trial, YO! has been selected as one of the brands supporting the retailer’s vision to elevate its fresh food proposition and global flavour offering. The sauces will be rolled out in all its 327 stores from 15th September.
Scott Dixon, Managing Director at The Flava People, commented: “This launch marks an exciting evolution for the YO! brand, one that reflects how UK shoppers are embracing bolder, more adventurous flavours at home. We’ve taken the iconic sauces that consumers love from YO! restaurants and made them accessible for any occasion, from midweek meals to weekend dipping and our new range enables Morrisons shoppers to experience trusted, recognisable YO! flavours at home, while supporting the retailer’s ambition to elevate and differentiate its Market Street offering.”
The launch will be supported by YO!’s owned channels, including its Love Club newsletter and social media platforms.
