New Sushi Format Targets On-the-Go Consumers

Hissho Sushi and Bachan's have launched the Bachan's Spicy Tuna Burrito across more than 2,200 grocery locations nationwide, including Sprouts Farmers Market, Target, Stop & Shop, Meijer, Food Lion, and GIANT, starting at $10.99.

The handheld sushi burrito combines spicy tuna made with Bachan's Original Japanese BBQ Sauce, avocado, lettuce, cucumber, green onions, and spicy mayo, wrapped in rice and nori. Each burrito comes with a packet of Bachan's sauce.

Strategic Market Play

The partnership leverages Bachan's growing adoption as a sushi condiment. The brand, traditionally used as a marinade and dipping sauce, has increasingly become a flavor upgrade over traditional soy sauce, particularly with sushi. The collaboration introduces the sauce to grocery shoppers at in-store sushi kiosks, creating a new consumption occasion.

"At Hissho, we're always exploring new ways to elevate the sushi experience," said Matt Wilken, CEO at Hissho Sushi. "The Bachan's Spicy Tuna Burrito reflects our focus on bold innovation and the use of premium ingredients. We're proud to partner with Bachan's, a brand that shares our passion for quality and craftsmanship—to create something entirely new for the grocery space: a sushi experience reimagined for life on the move."

Justin Gill, Founder and CEO of Bachan's, added: "Hissho Sushi is the perfect partner to showcase Bachan's in a fresh, unexpected way. Partnering with Hissho Sushi allows us to introduce our sauce in a completely new format, one that's approachable, exciting, and built for how people eat today. It's a celebration of real ingredients, real heritage, and real flavor."

Cultural Moment for Asian American Brands

Both brands were founded by Asian American entrepreneurs. Hissho, established in 1998, operates over 2,900 locations across the U.S. and has been recognized by Charlotte Business Journal's Fast 50 and Inc. 5000's fastest-growing companies list. Bachan's, founded in 2013 by Justin Gill, launched its Original Japanese Barbecue Sauce in 2019 using non-GMO ingredients without preservatives or artificial flavorings.

The launch arrives as demand for high-quality, globally inspired convenience foods continues to grow in mainstream retail.

Why It Matters

For grocery operators, this partnership signals a broader trend: established specialty food brands are increasingly collaborating to create limited-time offerings that drive foot traffic and basket size. The $10.99 price point and 2,200+ location distribution suggest significant retail commitment. Operators should monitor whether this model becomes a template for other cross-brand grocery innovations targeting convenience-focused consumers.

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Written by FBM Publications Editors