“Consumers today are so used to nutritive callouts that it’s a requirement,” Karsten Ch’ien, co-founder of Yumami
, told FoodNavigator-USA. “We’re seeking ‘what else is there?’ so we try to pierce them a unequivocally energetic season to get them excited.”
For a brand’s initial collection of products launched—which happened final week during Whole Foods’ northeastern stores—the group looked during Japanese flavors for inspiration. “Consumers in a US demeanour to Japan as a source of healthy ingredients, healthy eating,” Ch’ien said.
What’s more, analysts have taken note that US consumers are removing some-more savvy when it comes to Japan’s culinary contributions over sushi.
“We saw this flourishing seductiveness in Asian flavors, we always consider that product creation comes from what’s going on in kitchens in New York,” Ch’ien said. Ranging from matcha
to okonomi sauce, reports such as Campbell Soup’s latest Culinary Trendscape
relate Ch’ien’s view that ‘Advanced Japanese’ is one of 2017’s emerging food trends
in a US.
Catering to a on-the-go culture
Yumami’s 3.5 oz, refrigerated bean drop and chip combo was designed to be “substantial adequate to potentially be a mini-lunch [or] dish replacement, though works only as good as a grab-and-go snack,” Ch’ien said, adding that he sees a product staid to grow as it rides a waves of on-the-go grocery offerings, one of a fastest flourishing categories in 2016 according to Nielsen
Each pack, retailing for a suggested cost of $4.99, comes with 3 oz of a bean dip—adzuki bean with ginger ponzu, edamame with immature pea and wasabi, lentil with roasted onion and shiitake, or black bean with yuzu and chili—and popped rice nori chips, that also have corn, flax seed, quinoa, and chia seed, seasoned with sea salt.
Founders of Yumami, clockwise from left: Ian Kwok, Lawrence Reutens, and Karsten Ch’ien.
The code positions itself as a “sophisticated break finished with protein fiber,” and promotes itself for regulating American-grown beans from family-owned farms. Its aim audience, for now, is mostly urban.
“Its mostly a on-the-go consumer—the immature or young-at-heart veteran vital in a city, goes to a office, on a move, going to a gym after work,” Ch’ien said. They’re also targeting relatives to batch Yumami’s Go-Dips and chips in their children’s lunchboxes.
Relying on umami
Ch’ien and a dual other co-founders, Ian Kwok and Lawrence Reutens, are new to a finished food industry. Ch’ien and Kwok’s backgrounds are in business, while Reutens brings culinary imagination to a group as a in-house cook (he was a cook and owners of now-closed NYC grill Masak).
The 3 of them assimilated army to comprehend their goal to pierce healthier available food to a market, and a jubilee of their Asian roots in a season and branding came after.
“Our core code idea, that led to a name, came from when we was meditative about how to come adult with a food that would be as appealing as junk food though indeed healthy,” Ch’ien said.
“I suspicion that if we used mixture that are abounding in healthy umami, that delicious flavor, we can use reduction junk though have things ambience unequivocally good. So even before meditative about Asian flavors, we suspicion of what delicious flavors we can use,” he added. Hence a brand’s name, a portmanteau of yum and umami.
Confidence in a competition
Yumami’s rival set are other grab-and-go chip-and-dip combos out there, such as Sabra’s classical hummus with pretzel chips. Because a hummus space is so competitive, Ch’ien and his group trust that their Japanese-inspired flavors and mixture are a singular differentiator.
And while a code is still in a really rudimentary stages, Ch’ien is confident about a future. Winning a placement understanding with well-trusted association Dora’s Natural
is a covenant to a product, Ch’ien argued. “The fact that a initial launch is with a flattering large northeast Whole Foods informal hurl out shows that a product is singular adequate and good enough,” he added.
For 2017, a group will concentration on perspicacious even some-more regions and points-of-sale. And serve down a road, a group would like to variegate a season offerings.
“For a initial launch, to concentration a recipe development, we looked to Japan,” Ch’ien said. “But in a destiny we’d like to enhance a horizons and demeanour to other Asian regions.”
What are a rising trends in snacks?
From sprouted mung beans to Japanese-inspired onigiri, a snacks marketplace is a hotbed of innovation. But what’s next? Hear from Peeled Snacks, Dang Foods, Field Trip Jerky, Protes and house confidant and guru Brad Barnhorn during a Snacking Innovation Summit on Feb 15. Click HERE
to learn some-more and register.