The Taste Japan range from Tiger Tiger

Tiger Tiger has launched the ‘Taste Japan’ range.

The range features 10 lines including Sushi Nori roasted seaweed sheets, Sushi Rice, Sushi Ginger and Sushi Vinegar, Soba Buckwheat Noodles, Panko Breadcrumbs and Wasabi Paste as well as Mirin Vinegar, Shoyu Soya and Teryaki Sauces. Support for the brand will include high profile PR, advertising and social media campaigns, a new look website and in-store activity partnerships to help build awareness of Tiger Tiger and drive shoppers to the fixture.

“With Japanese cuisine currently the largest sector (representing 37% of the category and showing +54% YOY growth according to the latest IRI Market data), this is a huge opportunity for retailers to bring something new and fresh to the market and to capitalise on the growing popularity of Japanese home cooking,” said Debbie King, sales & marketing director at Tiger Tiger. “Lockdown brought a renewed enthusiasm for cooking from scratch – a trend which is set to continue long after restrictions are lifted. People are falling back in love with home cooking but they are seeking ingredients that enable them to cook up a feast themselves while replicating all the authenticity and taste adventures of restaurant-quality meals.”