Two Asian-Founded Brands Team Up on Limited-Time Sushi Innovation Hissho Sushi and Bachan's have launched the Bachan's Spicy Tuna Burrito across more than 2,200 grocery locations nationwide, marking a co-branded entry into the ready-to-eat sushi segment. The handheld product is available at retailers including Sprouts Farmers Market, Target, Stop & Shop, Meijer, Food Lion, GIANT, and Martin's, priced at $10.99.

The burrito features spicy tuna prepared with Bachan's Original Japanese Barbecue Sauce, avocado, lettuce, cucumber, green onions, and spicy mayo, wrapped in rice and nori. It ships with a packet of Bachan's sauce for dipping.

Strategic Alignment on Flavor and Heritage

Both companies were founded by Asian American entrepreneurs—Hissho in 1998 and Bachan's in 2013—and have positioned themselves around authentic culinary traditions and premium ingredients. Hissho operates roughly 2,900 locations across the U.S. and is recognized for year-over-year growth. Bachan's markets its sauce as a versatile condiment for marinades, dipping, and drizzling, and positions it as an alternative to traditional soy sauce.

"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."

"Hissho Sushi is the perfect partner to showcase Bachan's in a fresh, unexpected way," said Justin Gill, Founder and CEO of Bachan's. "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."

Market Timing The launch arrives as demand for premium, globally inspired convenience foods accelerates in grocery retail. The burrito is positioned for summer occasions including road trips, picnics, and game day consumption. The product is listed as limited-time-only, suggesting a test-and-learn approach rather than a permanent SKU addition.

Why It Matters

For grocery operators, this partnership reflects two trends: the expansion of sushi from prepared-foods departments into branded co-branded formats, and the rising use of condiment brands as flavor platforms within larger prepared-food innovations. The distribution breadth—2,200+ locations—indicates strong retail buy-in, though the limited-time positioning suggests consumer response will determine shelf permanence.

For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.

Written by FBM Publications Editors