Asian-inspired healthy food brand itsu launches NEW sriracha seaweed thins in direct response to fans asking for the product 

itsu – the Asian-inspired healthy food brand – is launching sriracha seaweed thins, continuing to meet consumer demand for adventurous, savoury snacks amidst a surge in popularity for condiments with spice and flavour[1]. First to market, itsu is the #1 seaweed snacks brand in the UK (99% market share**[2]) 

NEW itsu sriracha seaweed thins are available now on Amazon (RRP £12 for case of 18x5g), and launching into Waitrose (5g, RRP of £1), Ocado and Whole Foods in the coming weeks (3x5g, RRP of £2). 

The latest seaweed flavour comes in direct response to itsu fans who voted for the new pairing on the brands social channels. Those that suggested the sriracha flavour were then sent product ahead of launch. This new NPD will bolster its recently re-branded crispy seaweed thins range which includes sea salt, sweet soy & sea salt and wasabi and is stocked in itsu and all major supermarkets nationwide.

Packed full of nutrients, toasted [not deep fried] and full of flavour, itsu crispy seaweed thins are fast becoming a store cupboard staple. At less than 25 calories per pack, nutritionists revere the health benefits of seaweed as the snack is high in iodine, vitamin B12 and suitable for vegans. Sriracha has a notoriously spicy yet sweet, smoky flavour which pairs beautifully with the perfectly crisp thins.

Thins can be enjoyed as a healthy & delicious snack, thrown on a stir fry or sprinkled on salads to add some crunch and added vitamins.

itsu has seen a huge surge in sales online across the range. In Q1 of this year, seaweed thins ranked 32nd in the top 100 best-selling Amazon grocery products, from over 50,000 products. Overall, the brand is in the top 6%[3] of all searches on Amazon so itsu made the decision to launch the new sriracha seaweed thins on Amazon so that fans can buy them by the caseload.

Julian Metcalfe, founder of itsu, says: It is important for us to get our loyal consumers involved in NPD decision making as their opinions are truly valuable to us, which is why we put out a CTA on our social channels. By asking our itsu fans to pick the next flavour we know we are creating something that has appeal. Combining the popular sriracha flavour with our best-selling healthy snack, our NPD team has created a winning formula that is sure to heat up this summer’s snacking. 

“We are delighted to be launching sriracha seaweed thins and we know from both consumers and retailers that this NPD will be a sensation. We’re so excited for our customers to try them, they might just be our best yet.”

The range is being supported by PR, Social and Digital, as well as sampling activations across London throughout the summer.

[1] The Grocer, June 2021:

[2] Seaweed snacks: value sales, 2019 IRI Data

[3] Amazon search insights, Q4 2020

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