Move over sushi… make way for ‘frushi’

This week Waitrose is the first UK supermarket chain to exclusively launch ‘frushi’: a new type of sushi made with fruit instead of seafood.

Waitrose is stocking a pack of four ‘frushi rolls’ which feature fruit centres enrobed with sushi rice, and then coated with toasted desiccated coconut. The pack includes two rolls with pieces of melon and pineapple and mango, and two rolls with mint and mango coulis topped with a blueberry.

The retailer said that since last year, frushi has been gaining in popularity in the US and now the trend has hit the UK, with posts of the hybrid snack already trending on Instagram and Pinterest.

The nation’s love of sushi continues to grow with sales of pre-packed sushi at Waitrose up 10% year-on-year. Waitrose was the first supermarket to sell sushi in the UK 20 years ago and last year became the first supermarket to offer fresh sushi counters in selected branches.

Shaun Birrell, sushi buyer at Waitrose, commented: ‘Our customers love to try the latest foodie trends so we’re sure that they’ll go tutti frutti over this year’s alternative to sushi. Frushi is a delicious on-the-go snack, a great substitute for dessert or can even be enjoyed for breakfast. And for those who fear that it might be accompanied with soy sauce or wasabi, fear not –  there’s not a drop in sight!’

Frushi is available across 270 Waitrose branches for £2.35.

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