Award-winning brand Miso Tasty has more than tripled its shelf presence in Waitrose with the launch of five new products designed to make home cooking with miso easier than ever.
The full range has launched into Waitrose stores nationwide, consisting of a Miso Soup Paste (£2, 150g jar), Miso Ramen Paste (£2, 150g jar), Rich Miso Stock Pots (£2.25, pack of 4), and two Miso Glazes in Sweet & Savoury and Rich & Spicy flavours (£2.50 each for 150g jars).
Miso Tasty remains true to its roots, using the highest quality ingredients in the most authentic way, and now launching a number of category firsts into its innovative new range.
Miso Soup Paste & Miso Ramen Paste:
Tapping into the growing trend of Japanese cuisine in out of home, the brand aims to simplify the recreation of popular restaurant classics with its new Miso Soup Paste and Miso Ramen Paste. Simply stirring a spoonful into hot water recreates these favourite dishes in minutes.
The Miso Soup and Miso Ramen Pastes are the first in market to include authentic Japanese dashi – designed to supercharge umami and draw out the complex flavours of miso – essential to an authentic recipe. Both products are also housed in glass jar formats, eliminating unnecessary single-use plastic in a bold move away from the standard individual instant soup sachets of dried miso that dominate this space.
Miso Glazes:
The two Miso Glazes offer both authenticity and ease when cooking with miso. The convenient formats allow consumers to enjoy the flavour-boosting benefits of miso by supercharging dishes with authentic umami flavour, without the need for complicated recipes, extensive preparation or confident culinary skills. Whether recreating Japanese classics such as Miso Aubergine or Miso Cod, or simply coating meat, fish or vegetables before grilling, the glazes offer a foolproof solution for a flavour-packed mid-week meal in minutes.
Miso Stock Pots:
Designed for versatility, the first-to-market vegan-friendly Rich Miso Stock Pots offer a concentrated flavour booster, giving home cooked dishes a simple shortcut to rich umami depth. Use in place of regular stock cubes by simply melting into soups, stews, sauces or gravies to supercharge any dish with flavour-boosting miso.
Innovation backed by trends and insight:
The latest range is a strategic move inspired by the increasing interest in miso as a trending ingredient. Miso Tasty aims to make miso and Japanese meal occasions easier for home cooking, without the need for exacting recipes. Independent research conducted by Miso Tasty found that shoppers are most receptive to new miso products within the stocks, pastes and soups categories, a key consideration that informed the brand’s innovation pipeline. This aligns with the discovery that out of the top five Japanese dishes most regularly cooked at home, miso soup and ramen sit within the top three (Tangible, Miso Tasty Awareness, Attitudes and Usage Study, June 2024).
Bonnie Chung, Founder of Miso Tasty, states: “I am delighted to launch this range of Miso Tasty lines into Waitrose. We have been developing these for over 12 months and are proud to have created such original products for the market. As a brand, we always like to lead on innovation and provide proper solutions to home cooks wanting to cook with miso (our favourite ingredient) and recreate some of their favourite Japanese-inspired dishes at home.
Each of our new products has been designed to be used without the need for a recipe – either coat and cook, or just add hot water – making mealtimes simple and quick but most importantly, tasty and umami-powered with our signature miso.”
Lucy White, Waitrose world foods buyer, states: “I’m excited to bring the new Miso Tasty products into our World Foods range. Building on the strong performance of miso within Waitrose over the past few years, we’re bringing our customers more easy ways to create their favourite miso-based dishes at home and giving them inspiration to try new things, which fits well with our strategy to inspire and delight within growing cuisines like Japanese.”
Availability:
The full Miso Tasty range is available in-store and online at Waitrose. Miso Tasty products can also be found at Tesco, Sainsbury’s, Coop, Ocado, Booths and Whole Foods.
