This spring, Wasabi is expanding its menu with the launch of a brand-new Onigiri range, introducing three new exciting flavours designed to bring Japan’s iconic rice snack to even more UK consumers.
Landing in stores nationwide from 19th March, the new range features Salmon Teriyaki, Avocado & Edamame, Spicy Tuna and BBQ Chicken. Created to appeal to both loyal Wasabi customers and a new wave of flavour‑seeking snackers, the line-up ranges from the rich, savoury Salmon Teriyaki to the fresh Avocado & Edamame vegetarian option, alongside bold favourites like Spicy Tuna and BBQ Chicken.
While sushi and ramen have become fan favourites in the UK’s East-Asian food scene, one of Japan’s most popular everyday snacks remains largely undiscovered: Onigiri. In fact, 36% of UK consumers have never heard of it, and 18% recognise the name but not the product.
A staple of Japanese convenience culture, Onigiri are handheld rice snacks filled with flavourful ingredients and wrapped in seaweed. The name comes from the Japanese verb “nigiru,” meaning “to grasp or squeeze,” referring to the way the rice is shaped into its signature triangle form.
The expanded iconic range is designed to offer customers a convenient add‑on to their main meal or a satisfying afternoon snack. Data shows strong demand for quick, flavour‑led grab-and-go options, with Japanese-inspired snacking continuing to grow across QSR.
Each Onigiri pairs classic Japanese inspiration with bold fillings. Spicy Tuna combines cooked tuna with spicy sriracha mayo, while BBQ Chicken features Wasabi’s signature fried chicken with a rich BBQ sauce layered with notes of honey, soy, gochujang and mirin. The Avocado & Edamame offers a fresh vegetarian option with vegan wasabi mayo and a hint of yuzu, while Salmon Teriyaki pairs cooked sushi salmon with sticky teriyaki sauce for a sweet and savoury finish.
Onigiri remains relatively hard to find across UK restaurants, Wasabi is leading the way in bringing this authentic Japanese favourite to the high street, expanding access to the popular snack and encouraging Brits to discover that it’s onigiri’s time to shine. Packed with bold flavours and satisfying fillings, Onigiri offers a convenient grab-and-go option without compromising on taste.
Mays Elansari, Marketing Director at Wasabi, said “Onigiri is one of Japan’s most loved snacks, but still relatively undiscovered in the UK. We’re changing that. By doubling our range, we’re offering bold flavours, grab-and-go convenience and a delicious new snacking moment to more customers than ever before. We really do have a flavour for everyone, and we’re excited to introduce even more people to authentic Japanese food.”
To celebrate the launch, Wasabi is offering a new in-store Loyalty stamp card available in all stores (excluding airports). Customers who purchase five Onigiri over the eight week period will receive the sixth for free, giving everyone the chance to try and enjoy the new flavours.
For the latest updates, follow @WasabiUK on Instagram, and download the Wasabi loyalty app to start earning rewards. Head to your nearest Wasabi to try Japan’s iconic grab-and-go snack and discover your favourite flavour.
The new Wasabi Onigiri range lands in stores nationwide from 19th March 2026
