UK | Waitrose customers love to experiment with new ingredients and recipes.
With cuisines such as Korean and Japanese rising in popularity this year, the retailer has launched eight new products into its Cooks’ Ingredients range.
“We know that Korean cuisines have sparked customer interest as they experiment with fermented and umami flavours, meaning that our new Cooks’ Ingredients Korean Inspired Bibimbap Sauce and Cooks’ Ingredients Hot Honey Gochujang will be a perfect addition to any food lover’s pantry,” said Emilie Wolfman, Trends Manager at Waitrose.
With thousands of videos of the viral Irish 'Spice Bag' shared across TikTok and the term officially added to the Oxford Dictionary, it highlighted the growing number of people looking to try this fiery flavour profile.
Customers have also dialled the heat as they embrace hot and spicy products such as Sriracha.
New restaurant openings, such as Angelina and Hausu, and the recent publication of cookbooks, such as Umai by Millie Lagares, have brought Japanese cooking and its unique flavour profile to a larger audience.
The rise of Asian supermarkets across the UK has also showcased the demand for these ingredients, with brands like Oseyo recently opening a new store in Liverpool Street, London.
Moreover, Waitrose customers already love Japanese ingredients such as miso. With trending cuisines such as Japanese and Italian fusion on the rise, the new Cooks’ Ingredients Miso Tomato Paste is set to be a staple in many customers' pantries.
“We know that our customers love to cook good food at home, and we see more of them looking to recreate recipes from trips abroad. Sometimes it can be quite a challenge to find the more niche ingredients in supermarkets, so we have included those cuisine staples in our Cooks’ Ingredients range,” said Sarah Lourence, Cooks’ Ingredients Product Developer at Waitrose.
“With these new additions, we've allowed our customers to elevate their recipes and recreate those iconic meals they crave. Whether it is a Thai Tom Yum soup, or a Sri Lankan Curry, our customers can find those ingredients in Waitrose.”
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