The year of Yushoi


Launching a new snack can be a challenge to say the very least, particularly when you consider just how busy the food and drink sector is and the extensive range of ingredients and flavours that are now available.

Influenced by Japan, and as the first snack to enter the market to be made from green peas and rice, we were aware at the start of the year that we would be launching an exciting product that was not only delicious but better for you.

Feedback from the research we conducted confirmed that consumers want more choice and so that’s what we gave them.

Bringing something to the snacking sector that was a healthier alternative, while also meeting with the governments focus to reduce the overall levels of fat, sugar and salt in diets, we had a winning formula. Yushoi Snapea rice sticks were put on sale.

Initially available online we quickly secured listings in Whole Foods Market, WH Smith, Selfridges, The Coop, Tesco and Morrisons. Not only were we delighted with the response from consumers but also from trade events that we attended.

People were quick to let us know what excited them most about the products – including the fact that they were a lighter and an alternative to fried potato crisps. In addition, they didn’t hold back when it came to telling us what supermarkets they would expect to find them in.

The BBC Good Food shows, Fine Food and Drink Show, Food Matters Live and others all came back with the same response; we had a product that people felt delivered the flavour and texture they would expect from a snack.

And so, less than 8 months on and we are bringing this year to a close but not without a good dose of reflection. We would like to take this opportunity to thank our suppliers, colleagues and customers for all that they have done and for the support that they have given us.

For Calbee UK it has definitely been the year of Yushoi and we know that this is just the start. We have only just embarked on what will become an epic journey and one that we hope you will join us on.

Wishing everyone a very Merry Christmas and a Happy and healthy New Year.


  • Selfridges