Move over Sushi, it’s time for Frushi

This week Waitrose is the first UK supermarket to exclusively launch ‘frushi’ - a new type of sushi made with fruit instead of seafood.

Waitrose is stocking a pack of four ‘frushi rolls’ which have delicious fruit centres enrobed with sushi rice and then coated with toasted desiccated coconut. The frushi pack includes two rolls with pieces of melon and pineapple and mango - grown on Waitrose Foundation farms and the remaining rolls include a refreshing fresh mint and mango coulis topped with a blueberry.

Since last year frushi has been gaining in popularity in America and now the trend has hit the UK. True foodies are already getting in on the fruit sushi action with posts of the hybrid snack already trending on Instagram and Pinterest.

Over 1,000 packs of Frushi are made per hour by a team of five by Taiko, exclusively for Waitrose.

The nation’s love of sushi continues to grow with sales of pre-packed sushi at Waitrose up 10% year on year and frushi is the natural evolution of this much-loved Japanese cuisine. Waitrose was the first supermarket to sell sushi in the UK 20 years ago and last year became the first supermarket to offer fresh sushi counters in selected branches.

Shaun Birrell, Sushi Buyer at Waitrose comments: ‘Our customers love to try the latest foodie trends so we’re sure that they’ll go tutti frutti over this year’s alternative to sushi. Frushi is a delicious on-the-go snack, a great substitute for dessert or can even be enjoyed for breakfast. And for those who fear that it might be accompanied with soy sauce or wasabi, fear not there’s not a drop in sight!’

Frushi is available across 270 Waitrose branches for £2.35.

Download press release as a PDF