Wasabi launches expanded onigiri range

Wasabi, the Japanese quick-service food chain founded in London in 2003, is launching an expanded onigiri range across its UK stores from the end of March. The move comes as the brand looks to introduce British consumers to a staple of Japanese convenience culture that, despite growing interest in East Asian food, remains largely unfamiliar to much of the UK public.

The new range comprises four flavours: Salmon Teriyaki, Spicy Tuna, Avocado & Edamame, and BBQ Chicken. The products will be available across Wasabi’s network of more than 40 UK locations, which are concentrated in London but also include sites in Cambridge, Leeds, Birmingham and Oxford.

Onigiri are handheld rice snacks shaped into triangles, filled with various ingredients and wrapped in seaweed. The name derives from the Japanese verb nigiru, meaning “to grasp or squeeze”, a reference to the method used to form the rice into its characteristic shape. They are a fixture of Japanese convenience store culture and have attracted considerable attention on social media platforms in recent years, yet research commissioned by Wasabi suggests awareness in the UK remains low. According to data from research firm Vyper, gathered in December 2025, 36 per cent of UK consumers have never heard of onigiri, while a further 18 per cent recognise the name but are unfamiliar with the product itself.

Each variety in the new range pairs rice with a distinct filling. The Spicy Tuna combines cooked tuna with sriracha mayo, while the BBQ Chicken features Wasabi’s fried chicken with a sauce incorporating honey, soy, gochujang and mirin. The Avocado & Edamame option is suitable for vegetarians and includes vegan wasabi mayo with a hint of yuzu, and the Salmon Teriyaki pairs cooked sushi salmon with a sticky teriyaki sauce.

Mays Elansari, Marketing Director at Wasabi, said: “Onigiri is one of Japan’s most loved snacks, but still relatively undiscovered in the UK. We’re changing that. By doubling our range, we’re offering bold flavours, grab-and-go convenience and a delicious new snacking moment to more customers than ever before. We really do have a flavour for everyone, and we’re excited to introduce even more people to authentic Japanese food.”

To coincide with the launch, Wasabi is introducing a loyalty stamp card available in all stores, excluding airport locations. Customers who purchase five onigiri within an eight-week period will receive a sixth free of charge.

Food Desk

For further information and orders, visit Wasabi’s website here.