- Wasabi fires up the flavour in supermarkets nationwide with its spiciest flavour yet, the limited edition Flaming Korean Fire Chicken
September 2025, London: Ready to set your mealtimes on fire? Wasabi, the leading Sushi and Bento brand, is bringing the spice straight to your home with the launch of the Flaming Korean Fire Chicken across supermarkets nationwide from 17th September.
This hot new dish is not for the faint‑hearted: tender red‑flamed chicken tossed in a rich fire sauce with red peppers and candied chillis, served with fluffy rice. Designed for flavour seekers and spice lovers, it delivers Wasabi’s signature East Asian-inspired flavours with a daring twist, packing a spicy punch.
The UK’s love of spice is growing fast – recent consumer insight shows a surge in demand for hotter, more adventurous flavours. According to recent Kalsec data[1], 65% of consumers now report eating spicier foods today than a year ago, showing a shift towards bolder flavours and a growing appetite for a challenge on the plate.
Henry Birts, Chief Executive Officer at Wasabi said: “At Wasabi, we listen to our customers – and one thing we’ve heard loud and clear is the growing appetite for seriously spicy food – the UK loves it. Our new Flaming Korean Fire Chicken isn’t just hot, it’s hotter than ever – created to meet the rising demand for punchier, more intense flavour across both our restaurants and our grocery range.
“This launch is part of our continued focus on innovation and delivering bold, exciting products that reflect the evolving tastes of today’s consumer. We’re proud to bring something to market that doesn’t hold back.”
Quick, tasty and full of heat, the Flaming Korean Fire Chicken is perfect for easy dinners or lunch, and will be available on shelves across major supermarkets including Sainsburys, Morrisons, Co-op and Tesco[2] from September.
And that’s not all… The Extra Spicy Flaming Chicken Bento will be available across Wasabi restaurants nationwide from 11th September.
For more information, follow @wasabiuk on social media.
