Leading Hana Group kiosk brand Sushi Gourmet is launching an exciting new fish roe based sushi roll called ‘Roe the Boat’ in collaboration with sustainable seafood brand 555 Amanda.
‘Roe the Boat’ is a California roll, featuring 555 Amanda’s fish roe, an ambient, nutrient-rich, superfood that’s high in protein and omega-3 fatty acids, paired with cucumber, avocado, which is rolled in shichimi and topped with spicy mayonnaise to create a unique sushi roll that’s both indulgent and packed with health benefits.
The idea for the collaboration was sparked when Jason Danciger, CEO of Hana Group UK, sampled the MSC sustainably sourced fish roe from 555 Amanda at the Quality Food Awards, where he was sitting on the judging panel. Impressed by the flavour and texture, Danciger immediately recognised its potential for Sushi Gourmet’s ready-to-eat sushi range.
“555 Amanda’s fish roe delivers great flavour and texture that works really well in sushi. ‘Roe the Boat’ is a product which is delivering something genuinely innovative to the UK market, it’s bold, nutrient-rich, and brings a completely new ingredient to mainstream sushi. We’re always looking for ways to excite shoppers with quality and originality, and this collaboration does exactly that.”
Lars Fey, Export Director at 555 Amanda said, “We’re thrilled to see 555 Amanda products launching with Sushi Gourmet. This partnership allows us to bring our sustainable, high-quality seafood to a wider audience in a truly accessible way. As consumer interest in responsibly sourced, nutritious seafood continues to grow, we’re proud to work with partners who share our values and commitment to innovation.”
‘Roe the Boat’ contains 9 pieces for £5.25 and will be available through Sushi Gourmet kiosks in selected Sainsbury’s stores.
This launch marks another milestone for 555 Amanda, as it continues to disrupt the seafood ingredient category collaborating with foodservice and retail customers alike to create premium, high-impact products that improve GP.
555 Amanda’s dedication to sustainability and innovation has already been recognised within the industry. The brand’s Salmon Roulade was recently awarded ‘Foodservice Product of the Year 2024’ at the Quality Food Awards and ‘Best New Ingredient’ at the 2025 Sammies Awards, praised for its clever use of ASC-certified salmon trimmings and fresh offcuts to create a versatile, flavour-packed product. The company has also developed a range of fish roe-based recipes that have caught the attention of chefs seeking sustainable, cost-effective ways to upgrade menus, part of a broader effort to revive underused ingredients in modern foodservice.
