Source: Yutaka

As well as rebranding, Yutaka is moving into meal kits

Japanese food and ingredients supplier Yutaka is overhauling its design and moving into several new categories in a bid to boost its brand awareness.

A new look with the tagline ‘Start Your Japanese Adventure’ will roll out on Yutaka’s packs over the coming weeks.

Yutaka had been “more product rather than brand focused” in the past, its head of marketing Na Wang told The Grocer. “The new design was made with the British customer in mind – we share a lot more product stories, cooking tips, and we want the whole user experience to be more friendly to help them discover Japanese cuisine,” she added.

The brand is also due to launch its first range of meal kits. The two vegan, rice-based kits include one with aromatic shitaki, shimeji and nameko mushrooms, and one with bamboo shoots.

Wang called the meal kits “a gateway range for new starters” to boost their interest in Japanese cooking as locked-down Brits look to experiment with a wider range of cuisines at home.

New specialist SKUs including barley miso paste, sweet rice miso paste and premium wasabi ‘with bits’ will also join its lineup.