Itsu has launched a range of “game-changing” frozen sweet bao buns into grocery.
Two vegan variants featuring melt in the middle fillings – Chocolate and Salted Caramel – have rolled into Tesco and will hit Waitrose freezers in late April (rsp: £3.50/four buns).
Chocolate is made using coconut cream “for a velvety texture” and Rainforest Alliance Certified cocoa. Salted Caramel, meanwhile, is blended with umami miso.
Billed as a quick, easy sweet treat, the buns can be steamed or microwaved to serve.
They tapped the growing demand for ”delicious and convenient restaurant-quality products”, said Itsu.
“Sweet bao is a historic breakthrough. Every now and then, the team hits a bullseye – this is one such lucky example,” said Itsu founder Julian Metcalfe.
The innovation was created by “our dedicated 10-person strong NPD team who have worked tirelessly for one year to create this phenomenal first-to-market new product in supermarkets”, Metcalfe added.
“After more than 50 failed trials, we managed to get rich quality chocolate and miso salted caramel to flow, molten warm, from inside a fluffy bao bun.”
The launch will be supported with a multichannel marketing campaign spanning PR, social and digital advertising, plus shopper activations.
No comments yet