Laurent Seguin, commercial and marketing director of Japanese-owned Ariake, is hoping a mix of Japanese technological know-how and French heritage will help its innovation - infusion bags - become a hit in the UK market.

The company has developed the patented bags, which work much like a tea bag, and infuse water with flavours to create stock.

"We are already in the foodservice sector in the UK and want to expand further and move into retail as well," says Seguin.

The company is playing on the Japanese element of the brand but backing that up with French credentials, drafting in renowned chef Joël Robuchon to promote the brand.

All research and development is undertaken in France by a team of chefs to further boost the product's gourmet claims. Such a strategy is important, says Seguin, as the company is aiming at the top end of the market.

"This isn't a cheap product as we use only the highest-quality ingredients and that is reflected in the price," he says. "However I don't think this will be a problem in the UK, as there is already an established market for high-quality products and the popularity of cooking at home seems to be increasing."

Ariake bags are currently available in four flavours - chicken, beef, fish and shellfish - and are low in salt.

"The stock you get is superior to normal powdered or cube stock," Seguin explains. "To make stock in that way you have to dry the ingredients at a very high temperature and that destroys the flavour. We don't have to go through that process and so get a superior flavour and stock at the end."