Yushoi revealed as first brand from Calbee UK business

Japanese snack giant Calbee Inc has unveiled the first brand to be launched by its UK-based European subsidiary.

Rolling out next month from Calbee UK, Yushoi Snapea Rice Sticks are made from green peas and will be available in four flavours - Soy & Balsamic Vinegar, Smoked Salt & Szechuan Pepper, Sweet Chilli & Lemon, and Lightly Salted – in 21g single-serve (rsp: 55p), six x 21g multipacks (rsp: £1.99) and 105g sharing bags (rsp: £1.99).

Flavourings and branding had been developed to play on the Japanese influences on the brand, said Calbee, which is backing the launch with a £1m marketing investment in 2015 including PR, exhibitions, events and sampling.

Yushoi will be the first product to roll out from the factory in Deeside established as part of Calbee’s £10m investment in the UK. Calbee Inc, which has a turnover of more than £1bn, has set its sights on its UK subsidiary turning over £65m and employing more than 100 people within five years.

The Yushoi snacks are similar to Calbee’s Snapea snacks sold in the US. Snapea was test-marketed last year in Whole Foods Market and 16 Tesco stores, and the flavours consequently modified for the British market. The extruded snack - shaped like a pea pod - is made from 74% ground peas.

“We are a subsidiary of one of the largest snack manufactures in the world so we know what we’re doing,” Calbee UK MD Richard Robinson told The Grocer last month.