itsu launches new bao’buns into UK grocery

itsu, the innovative Asian-inspired food brand, is launching its first range of frozen, steamed bao buns.

Bao, meaning ‘treasure’ in Mandarin, has rapidly become one of the most popular foods around, with restaurants dedicated to the pillowy buns popping up across the country. Inspired by their travels and restaurant visits, consumers are increasingly looking for authentic products to recreate their favourite meals at home. Bao buns are a challenge to make from scratch for even the most proficient home cook, meaning itsu’sbao’buns are sure to prove popular.

Ready from frozen in just 60 seconds, and only 196 calories per serving (2 buns), itsu’s restaurant-quality bao’buns offer the perfect solution for time-poor food lovers looking for a more adventurous option for their freezers. The bao’buns will join itsu’s hugely popular frozen gyoza range, which is forecasted to sell 53 million gyoza dumplings in 2019 alone, making itsu the number one seller of frozen gyoza in the UK (IRI UK data, February 2018).

Commenting on the launch, Natalie Sugarman, marketing director itsu [grocery], said: ‘We are excited to bring yet more innovation to the frozen category, fuelling the UK’s growing love for authentic Asian food. We know how popular our bao’buns are with consumers, as they have already entered the top selling dishes in our restaurants. We are confident this will translate into strong sales in supermarkets’.

The new itsu hoisin duck bao’buns are available in Tesco and Sainsbury’s nationwide.RRP: £3.75 for six buns. New and exciting flavours will launch in January 2020 joining itsu’s growing portfolio of authentic, Asian-inspired food.