Demand for freshly made sushi in grocery prepared foods departments continues to surge, as more adventurous consumers look for alternatives to longtime prepared foods staples.

Hissho Sushi’s retail grocery business is experiencing “remarkable growth,” said Matt Wilken, the company’s president.

The main driver, Wilken said, is the company’s single-minded focus on quality.

“In a market where consumers are increasingly informed and discerning, we’ve prioritized hand-crafted sushi made with responsibly sourced seafood, ensuring that sushi lovers can trust every product they pick up. This dedication to excellence has resonated deeply.”

Equally important, he added, is the accessibility of Hissho’s product. By positioning product inside grocery stores, Hissho has made it convenient for busy sushi lovers to enjoy restaurant-quality sushi without the extra stop or compromise on taste.

Hissho also prides itself on a wide range of products, ranging from classic favorites to innovative new rolls, Wilken said. The company has been fortunate, he added, that it has strong partnerships with retailers and franchisees who share Hissho’s vision of what a successful retail sushi program can look like.

That vision, in a phrase? “Elevating the grab-and-go experience.”

“Together, these factors have created a powerful synergy that propels our business forward,” Wilken said. “And we’ve established ourselves as a leader in culinary innovation, consistently pushing the boundaries of what sushi can be.”

In the past year, that’s meant the introduction of two new lines: the Chili Lime Mango Salmon collection and the Sichuan Chili Crisp California Roll, made with Fly by Jing.

The Chili Lime Mango Salmon Roll & Bowl delivers a zesty, refreshing twist, while the Sichuan Chili Crisp California Roll adds a spicy, umami-packed kick, Wilken said.

Up next for Hissho are two more innovative products big on flavor: the Nashville Hot Shrimp Roll and the Sweet Potato Crunch Roll.

The Nashville Hot Shrimp Roll has the perfect kick for those who love a bit of spice, while the Sweet Potato Crunch Roll delivers a satisfying and unique blend of seasonal flavors, crafted especially for those who appreciate a delicious vegetarian option, Wilken said.

“One of the most exciting developments in the sushi category this year is the relentless push for accessibility paired with inspiring innovation in flavor profiles. While grab-and-go sushi isn’t a new concept, what’s truly exciting is the increased access to high-quality, bold flavors.”

But it’s about more than just product for Hissho, Wilken said. A commitment to its employees, franchisees and retail partners alike helps set the company apart.

“We believe investing in our team is the foundation of our success, and this focus on people drives every aspect of our business. Everyone at Hissho is committed to delivering an exceptional product and experience. This dedication extends to our fully integrated supply chain, which allows us to establish and maintain the highest standards of quality and consistency.”

By carefully sourcing the finest ingredients and ensuring every step of the process meets its rigorous standards, Hissho is able to create sushi that its customers can trust and enjoy, Wilken said.

Another crucial component to the company’s success, he added, is its best-in-class marketing strategies.

“We understand the importance of connecting with sushi lovers in meaningful ways, and our innovative marketing efforts ensure that Hissho Sushi remains top of mind.”

Whether it’s creative promotions, engaging social media campaigns, or strong partnerships with retailers, Hissho’s marketing strategies are designed to resonate with sushi lovers and drive continued growth, he said.

Sushi day, every day

The Kroger Co. first began selling fresh in-store sushi in 1991. Today, Kroger is the largest sushi retailer in America, offering rolls and related items at more than 1,800 stores nationwide.

“Every day is sushi day at Kroger,” according to the company.

Customers can order freshly prepared sushi, including rolls and combos, dumplings, poke bowls, bottled sauces and more on DoorDash and Uber Eats.

Orders are prepared and packed by in-store sushi chefs at Kroger stores, with delivery facilitated by couriers directly to customers’ doorsteps in as little as 25 minutes.

Each week, customers purchase more than one million rolls of fresh sushi from Kroger, according to the retailer. Boasting something for every palate, Kroger offers cooked and sashimi sushi rolls, party platters, dumplings, bao buns, poke bowls, salads and Asian rice bowls.

“No matter how you find your favorites or explore innovative new rolls, Kroger’s fresh selection of sushi is specially prepared by chefs in our stores each day; promising restaurant-quality rolls at an everyday low price,” said Dan De La Rosa, Kroger’s group vice president of fresh merchandising.

Kroger showed its commitment to its sushi program in a big way on June 18, International Sushi Day, with limited-time flavors and special deals.

One highlight was the CHEETOS® FLAMIN’ HOT® California Roll, which was available through July 31.

The roll is coated with crushed CHEETOS® Crunchy FLAMIN’ HOT® cheese flavored snacks and topped with a spicy sauce. It was followed this fall by the rollout of the DORITOS® FLAMIN’ HOT® Limón Shrimp Tempura Roll.

Also for International Sushi Day, with special deals available June 12-18, in-store customers could save $2 on any fresh sushi item of $11.99 or greater with a loyalty card.

And DoorDash and Uber Eats customers enjoyed a “Buy one fresh sushi roll, get one free” deal.

In addition, From June 20-July 24, DoorDash DashPass members enjoyed 50% off Kroger sushi orders of $20 or more purchased through the DoorDash app.

This article is an excerpt from the October 2024 issue of Supermarket Perimeter. You can read the entire Sushi feature and more in the digital edition here.