Sun Hee’s rapidly expanding Korean range secures more listings

Sun Hee’s rapidly expanding Korean range secures more listings

Boom in popularity of Korean cuisine propels authentic Korean range into multiple launches

Korean range Sun Hee has announced multiple launches this month including four new sauces and a range of udon and ramen noodles.

One of the first Korean brands to enter major supermarkets, the brand’s NPD has been spurred on by the nation’s growing appetite for Korean food. Five of the skus have secured national retail listings with Tesco.

In 2021, Sun Hee brought the delights of Bibimbap (Rice Bowl), Japchae (Stir-Fried Glass Noodles) and Samgyeopsal (Korean BBQ) within easy reach of enthusiastic UK home cooks with the launch of its Korean range into Tesco. The launch put classic Korean ingredients at the fingertips of UK consumers with the original Sun Hee range spanning traditional Korean BBQ Sauce, Gochujang (sun-dried red chilli paste), Doenjang (soybean paste) and Kimchi – probably the most recognisable traditional Korean food in the world made from spicy fermented vegetables (typically napa cabbage and Korean radish). The original lines continue to be listed with Tesco, soon to be joined by a selection of the latest NPD.

In October the brand also launched fresh Udon noodles into selected Sainsbury’s stores. Over the coming months the trending brand has revealed it is launching more than a dozen new skus, including; Sun Hee Ramen Noodles (in fiery, volcano & inferno flavours), Sun Hee Hot & Spicy Kimchi, Sun Hee Gangnam Kimchi Sauce, Sun Hee Teriyaki Sauce, Sun Hee Itaewan Hot & Spicy Sauce, Sun Hee Namson BBQ Sauce. Sun Hee udon noodle bowls and meal kits are also nearing launch.

The latest launches are all about quick, easy and satisfying Korean meals, with the udon bowls microwaveable in 2 minutes. They are also vegan and plant based and packaged for ease of transport for those who want to enjoy Korean food on-the-go.

Harry Dulai, Surya Foods Managing Director said: “We are excited to expand the Sun Hee range to help UK home cooks recreate their favourite Korean dishes at home. Sun Hee is a truly authentic Korean range, produced to traditional Korean recipes.”

He added: “Footballing superstar Son Heung-min, the Netflix television series Squid Games and K-pop (Korean pop) have all played their part in catapulting Korean culture into the spotlight in the UK, but food has also been a key part of its rise to popularity. London has long had an established Korean restaurant scene, but its popularity is definitely gaining momentum with celebrity chef Judy Joo recently launching her Korean Street Food venture Seoul Bird in London - delighting foodies with her classic Korean style fried chicken. It is quite remarkable how UK consumers have embraced Korean cuisine with Korean venues popping up across the UK.

“We are delighted to be a part of this movement which sees more major supermarkets stocking authentic, key Korean ingredients to give UK consumers better access to this increasingly popular cuisine.”

He added: “We continue to share simple recipe ideas on our social media platforms to show UK home cooks just how easy it is to cook Korean.”

On the rise for several years, Korean food appears to have truly broken through during the last few years with its arrival on the UK’s mainstream supermarket aisles.