Miso Tasty is set to increase listings with Sainsbury’s from 385 to 1,200 stores for its instant miso soup range.
The brand, whose founder Bonnie Chung was recently named in The Grocer’s Top New Talent awards, has had a flying start since its launch in March 2014, securing listings with Sainsbury’s, Waitrose, Ocado and Whole Foods Market. The additional listings with Sainsbury’s will now include 500 Sainsbury’s Locals and the activity marks the brand’s biggest rollout to date.
“In terms of category growth, Miso Tasty is the only brand investing in miso as a category in its own right,” said Chung. “Unlike other Japanese-inspired brands where miso soup is a bolt-on product, Miso Tasty is building this category and bringing new customers to miso who may not have tried miso soups before. Our mission is to see the education of miso reach levels of understanding as complex as other fermented products such as wine and cheese.”
Sainsbury’s will carry both flavours of Miso Tasty’s premium instant miso soups; a Classic Shiro flavour and a Spicy Aka flavour will now be found in the specialty ingredients section, both priced at £1 per pack. The soups are 100% natural, vegetarian and gluten-free.
Miso Tasty sources its organic miso from Nagano in Japan, where it is made in small batches by artisans, using snowmelt from the Central Japanese Alps. Miso expert Chung has travelled across Japan to search for different types of miso - considered to be an ancient superfood - to source the best ingredients for Miso Tasty.
The company is working with food writers, home cooks and chefs to establish miso as an everyday ingredient and essential store-cupboard staple, as well as introducing customers to the different types and blends of miso soup.