Asian-inspired convenience food brand Itsu has launched a range of noodles and misu, on sale in retailers in the UK.
The brand’s rice noodles have been redeveloped to offer more recognisable and popular flavour options: katsu, satay, pho, and chilli miso. They contain double the amount of noodles, are still gluten free and and have a recommended retail price of £1.75.
Udon noodles, which retails for £2.50, is said to be a more filling option, available in two flavours: katsu and satay.
Itsu’s miso sachet range is available in traditional and chilli flavours and can be used as both as standalone soup or as an ingredient.
The miso, which is blended with herbs and spices, has a new consistency which is designed to make it easy to use as a marinade or dressing. Both packs are suitable for vegans and are gluten free. Three sachets of chilli miso retails at £2 and five sachets of traditional costs £2.
Itsu founder Julian Metcalfe said: “Itsu’s range of noodle cups were the first of their kind when they launched in 2014, offering a convenient, eat beautiful solution for foodies. We have been looking to innovate the category since and in the past year we have worked really hard to develop a range of noodles with hand-crafted broths that bring to life the authentic flavours of Asia.
Metcalfe and his team have also been working with experts in Japan. Miso is hailed by nutritionists for its health benefits but Metcalfe wants to broaden its appeal: “We are on a mission to make miso mainstream and our new sachets make delicious soup, but are perfect for marinades and dressings too.”
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