SAN-J, the Richmond, Virginia-based producer of tamari soy sauce since 1804, has launched SESAMO, its first-ever toasted sesame oil. The product is now available at Whole Foods Market stores nationwide in 6-oz squeeze bottles for $6.79. SESAMO is crafted using the traditional teion baisen (low-temperature roasting) method, which gently roasts sesame seeds before pressing to preserve delicate flavor and aroma while minimizing bitterness. The oil is produced without chemical extraction and retains nutrients including omega fatty acids, vitamin E, and sesamol, an antioxidant unique to sesame. "For generations, SAN-J has crafted authentic Japanese tamari to help people create exceptional meals at home. Expanding into sesame oil felt like a natural evolution of that mission," said Takashi Sato, President of SAN-J International. "My grandmother's family has been in the sesame oil industry for over a century. SESAMO connects my rich family heritage with SAN-J's promise to deliver high-quality, accessible Asian pantry staples to every kitchen."
Positioning and Product Design The brand positions SESAMO as a finishing oil rather than a cooking oil, packaged in ergonomic squeeze bottles designed for precise drizzling. SAN-J engineered the product to appeal to American home cooks, extending applications beyond traditional Asian cuisine to salad dressings, eggs, grain bowls, pasta, and pizza.
Why It Matters
The move represents SAN-J's first category expansion in a market increasingly focused on clean-label, minimally processed oils. With the largest market share in the tamari and soy sauce category in the U.S. natural food market, the brand is leveraging its heritage and distribution relationships to compete in the premium finishing oil segment.
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Written by FBM Publications Editors
