Wasabi fires up the flavour across grocery offering with hottest-ever launch – Flaming Korean Fire Chicken

Wasabi expands in retail with its spiciest ready meal yet, the Flaming Korean Fire Chicken 

Leading Sushi and Bento brand Wasabi is building on its retail footprint with the launch of its boldest flavour profile yet: the Flaming Korean Fire Chicken, rolling out across major UK supermarkets this month

In a brand first, Wasabi is rolling out a dual-channel launch across retail and restaurants – introducing the Extra Spicy Flaming Korean Fire Chicken to both supermarket shelves and in-store menus. A key addition to Wasabi’s growing chilled ready-meal range, the Flaming Korean Fire Chicken blends tender red-flamed chicken in Wasabi’s signature fire sauce with red peppers and candied chillies, served with rice.

Recent consumer data shows UK shoppers are embracing heat, with Kalsec^[1] reporting 65% of consumers eating spicier food than a year ago. The launch strengthens Wasabi’s positioning as a bold innovator, tapping into a growing segment of younger shoppers seeking excitement and authentic global flavours.

Henry Birts, Chief Executive Officer at Wasabi said: “At Wasabi, we listen to our customers – and one thing we’ve heard loud and clear is the growing appetite for seriously spicy food – the UK loves it. Our new Flaming Korean Fire Chicken isn’t just hot, it’s hotter than ever – created to meet the rising demand for punchier, more intense flavour across both our restaurants and our grocery range. 

“This launch is part of our continued focus on innovation and delivering bold, exciting products that reflect the evolving tastes of today’s consumer. We’re proud to bring something to market that doesn’t hold back.”

Quick, tasty and full of heat, the Flaming Korean Fire Chicken is perfect for easy dinners or lunch, and will be available on shelves across major supermarkets including Sainsburys, Morrisons, Co-op and Tesco^[2] from September.

The Extra Spicy Flaming Chicken Bento will be available across Wasabi restaurants nationwide from 11th September. For more information, follow @wasabiuk on social media.