Itsu, a UK-based Asian-inspired brand and restaurant chain, has launched a new range of sweet bao buns.
The buns are vegan-friendly and available in two flavours, both containing coconut cream. The chocolate variety also contains cocoa powder, while the salted caramel flavour features miso. The products can be steamed or microwaved for a quick snack.
Itsu will be conducting a marketing campaign to support the launch, including social media and digital advertising along with shopper activations.
“Small but historic breakthrough”
Itsu has been expanding its vegan options for some time, launching its first gyozas containing plant-based meat in 2020 and vegan protein cup noodles the following year. However, the bao buns appear to be the brand’s first plant-based sweet option, with the exception of its dark chocolate rice cakes.
“These sweet bao buns are, in truth, a small but historic breakthrough,” said Itsu on its website. “After more than 50 failed trials, we managed to get rich quality chocolate and miso salted caramel to flow, molten warm, from inside a fluffy bao bun. Serve them hot with ice cream or dust them [cappuccino style] with chocolate powder.”
The buns have already launched at Tesco, and will roll out at Waitrose next month.
