This spring, Wasabi is expanding its menu with the launch of a brand-new Onigiri range, bringing one of Japan’s most beloved snacks to a wider UK audience. Available nationwide from 19 March 2026, the new line-up is set to tap into the growing demand for convenient, flavour-packed grab-and-go options.
Already known for its sushi and bento offerings, Wasabi is now spotlighting Onigiri — a staple of everyday Japanese convenience culture that remains relatively under the radar in the UK.
What Is Onigiri?
Onigiri are handheld rice snacks traditionally shaped into triangles and wrapped in seaweed. Filled with a variety of savoury ingredients, they are a go-to snack across Japan thanks to their simplicity, portability, and bold flavour combinations.
The name “Onigiri” comes from the Japanese verb nigiru, meaning “to grasp or squeeze,” referring to the way the rice is formed by hand.
Despite their popularity in Japan, Onigiri is still emerging in the UK market. Recent data reveals that 36% of UK consumers have never heard of Onigiri, while a further 18% recognise the name but not the product — highlighting a major opportunity for growth in the category.
New Wasabi Onigiri Flavours
Wasabi’s expanded range introduces four new flavours designed to appeal to both existing fans and newcomers:
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Salmon Teriyaki – Sweet and savoury sushi salmon paired with rich teriyaki sauce
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Avocado & Edamame – A fresh, plant-based option with vegan wasabi mayo and a hint of yuzu
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Spicy Tuna – Cooked tuna combined with spicy sriracha mayo for a bold kick
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BBQ Chicken – Wasabi’s signature fried chicken with a layered BBQ sauce featuring honey, soy, gochujang and mirin
The range blends traditional Japanese inspiration with modern flavour profiles, making it accessible to UK tastes while maintaining authenticity.
Why Onigiri Is the Next Big Food Trend
With the UK’s appetite for East Asian cuisine continuing to grow, Onigiri is perfectly positioned to become the next breakout snack. While dishes like sushi and ramen have already gone mainstream, Onigiri offers something different: a quick, affordable, and satisfying option that fits seamlessly into busy lifestyles.
The launch also reflects wider trends in the quick-service restaurant (QSR) sector, where consumers are increasingly seeking high-quality, flavour-led snacks that don’t compromise on convenience.
Loyalty Rewards & How to Try Them
To celebrate the launch, Wasabi is rolling out an in-store loyalty stamp card across all locations (excluding airports). Customers who purchase five Onigiri within an eight-week period will receive a sixth for free — offering the perfect excuse to sample the full range.
Or download the Wasabi loyalty app to earn rewards and offers.
Where to Find Wasabi Onigiri
The new Onigiri range is available in Wasabi stores across the UK from 19 March 2026. Whether you’re looking for a quick lunch add-on or an afternoon snack, the range is designed to deliver convenience without sacrificing flavour.
