itsu’s brilliant’broth launches exclusively into M&S this January

itsu, the innovative Asian-inspired food brand, expands its grocery range with the launch of brilliant’broth ramen bases this January, sold exclusively with M&S. 

A Japanese style soup-base for ‘easy bowl suppers’, itsu’s brilliant’broth provides an exciting alternative for shoppers of the M&S stir fry, as well as consumers looking to try new cuisines. Traditionally a dish that can take many hours to cook from scratch, brillant’broth makes authentic ramen in minutes, and simply needs heating and pouring over a selection of protein, vegetables and a base [noodles, rice, pulses etc]. 

Recent figures reveal that 63% of the UK’s population cooks an Asian stir fry at least once a month, and near to 70% of the UK seek to be more creative in the kitchen. itsu’s brilliant’broth offers the perfect solution with a new Asian-inspired dinner option that is simple to make, and authentic to taste.

Available in three flavours; vegan hero miso mushroom, hearty classic chicken ramen and authentic classic ramen, brilliant’broths are the product of an extensive ‘ramen safari’, which saw itsu taste every ramen served in London. After several months of meticulously testing 100 recipes, itsu perfected its final three brilliant’broth formulas.

Commenting on the launch, Julian Metcalfe, itsu founder said: “itsu’s brilliant’broth represents months of intense development and unwavering commitment to creating the highest quality, most authentic tasting products. This new addition to our expanding grocery range uses genuine ingredients sourced from Japan to give consumers restaurant-quality ramen in just three minutes. We are confident that M&S, known for a high-quality, innovative fresh section, is the perfect partnership for the launch of this product.”

To accompany the broths, M&S is launching a selection of authentic noodles, vegetables and protein allowing customers to create their own bespoke bowls. Choices include Chilli Tofu with Edamame Beans or Sweet Soy & Ginger Flat Iron Steaks, with pairing suggestions of Vibrant Veg and Egg Noodles or Aromatic Green Veg & Soba Noodles. The partnership comes as part of M&S’ new drive to bring a younger demographic in-store with popular, innovative brands, and expand their grocery offering to appeal beyond its typical shopping demographic.