S&B Foods Inc. is set to launch UMAMI TOPPING, a key product for overseas markets, in Europe, starting with the UK.
Tokyo, Japan, 29th Sep 2026 – UMAMI TOPPING, a condiment that expands the potential of toppings S&B Foods Inc. is set to launch UMAMI TOPPING, a key product for overseas markets, in Europe, starting with the UK.
UMAMI TOPPING: Relish the Crunch
UMAMI TOPPING is a versatile umami seasoning developed as a topping-style condiment developed for overseas markets based on the Okazu La-yu (Chilli Oil) sold in Japan. Unlike conventional chilli oil, Okazu La-yu contains fried garlic and other ingredients, and has established a new category of chilli oil in Japan thanks to its chunky texture. In Japan, consumers appreciate Okazu La-yu for its wide variety of ingredients and its perfect balance of spiciness and umami flavours.
Source: Our own research, July 2022 (people who have previously purchased crunchy garlic with chilli oil), excerpt of the top nine items.
UMAMI TOPPING capitalises on these characteristics to offer a highly versatile product. Simply drizzle the flavourful oil over sushi, meat dishes, salads and more to add a touch of flavour and crunch. Unlike traditional seasonings and condiments, the product is designed to be used as a topping, making it an easy way to complement and enhance existing recipes. As a garlic chilli topping with a distinctive crunchy texture, UMAMI TOPPING can be used in a wide range of applications across both the restaurant and retail sectors, opening up possibilities for creative promotional displays and menu suggestions.
UMAMI TOPPING
UMAMI TOPPING brand website:
https://www.sbfoods-worldwide.com/europe/umami-topping
The Japanese Crunchy Garlic with Chilli Oil Market and the Background to the Development of UMAMI TOPPING
UMAMI TOPPING was developed from the same category of crunchy chilli oil that can be enjoyed as a food accompaniment, represented by the Okazu Chilli Oil sold by S&B Foods in Japan.
Looking at the overall chilli oil market in Japan, the market expanded rapidly following the launch of Okazu Chilli Oil in 2010. Since then, the category has become firmly established and has maintained a consistent market size.UMAMI TOPPING, which was launched as an export-only version of the Okazu Chilli Oil sold in Japan, has seen a significant increase in sales in recent years. It is now positioned as a major product alongside curry and wasabi, with sales reaching levels comparable to those of Okazu Chilli Oil in Japan.
*Jan 2017 to Dec 2025: Estimated retail sales in the chilli oil market, provided by Intage SRI+
*Jan 2008 to Dec 2016: Our own research
Growth and Popularity in Overseas Markets (United States, Asia)
UMAMI TOPPING is steadily gaining ground in overseas markets.
– Widely used in the United States as a topping for sushi rolls
It is also used in a wide range of applications, from seafood dishes such as carpaccio and sashimi to ramen toppings and gyoza dumplings.
Its balance of texture and spiciness is highly regarded.
– Established as a topping for both restaurant meals and home cooking in South Korea
It is used on a variety of dishes, including rice porridge, noodle dishes and vegetable dishes.
Consumers enjoy its crunchy texture, spicy flavour and versatility, and sales continue to grow.
These diverse ways of using UMAMI TOPPING have led to increased sales. In 2025, S&B Foods added UMAMI TOPPING SPICY to the lineup in the United States and South Korea, combining intense spiciness with umami flavour.
The company also reviewed the ingredients of the original UMAMI TOPPING and removed almonds, an allergen, so that more customers can enjoy the product with peace of mind.
Sushi with UMAMI TOPPING
Key Points of Development for Europe (Behind the Scenes of the Product Launch)
S&B Foods made the following optimisations for the European market:
– Regulatory compliance and quality assurance
Adoption of new ingredients that comply with strict European food regulations.
Use of non-GMO ingredients to comply with local standards.
– Product variations
Two varieties, MILD and SPICY, have been created to meet the needs of consumers with different spice preferences.
MILD
– A subtly spicy flavour that enhances dishes with its distinctive texture, crunch and exquisite umami.
– Mainly intended to be used as a topping, making the most of its intense umami and crunchy texture.
– Recommended as a topping for sushi and hot dogs.
SPICY
– An intense spiciness that will also appeal to fans of Asian cuisine.
– Can also be used as a seasoning or to add a piquant accent to dishes.
– Recommended for adding a touch of spice to ramen or gyoza dumplings.
What sets UMAMI TOPPING apart is not only its unique topping format, but also its authentic Japanese origin and rich umami flavour.
Benefits of Introducing UMAMI TOPPING to the Retail Market
In the UK, topping-style seasonings such as Crispy Chilli Oil and Chilli Crunch are becoming increasingly popular. By offering not only spiciness but also a distinctive umami flavour, UMAMI TOPPING can differentiate itself from existing products in the category and drive stronger shelf sales.
UMAMI TOPPING offers the following benefits:
– “UMAMI” products that are directly aligned with Japanese food trends
– Highly versatile for use as a topping on a variety of dishes
– Easy to display through in-store merchandising as an instant flavour-boosting product
– Scalable shelf allocation thanks to the introduction of different varieties (MILD/SPICY)
Katsu Curry with UMAMI TOPPING Recipe
https://www.sbfoods-worldwide.com/europe/umami-topping/recipe02/
Hot Dog with UMAMI TOPPING Recipe https://www.sbfoods-worldwide.com/europe/umami-topping/recipe03/
Hot Dog with UMAMI TOPPING
European Expansion
August 2026
Sales are scheduled to start at Japanese and Asian supermarkets in Europe, beginning with the UK.
These include Japan Centre and Oseyo.
October 2026
S&B Foods will operate a stall at JAPAN MATSURI in London, where visitors will be able to sample UMAMI TOPPING.
Japan Matsuri London – JAPAN MATSURI 2026 will return to Trafalgar Square, the date of event will be announced shortly. https://japanmatsuri.com/
Through UMAMI TOPPING, S&B Foods will expand the value of Japanese food culture globally and create a new food scene.
Company Overview
S&B – Authentic Taste of Japan
S&B Foods Inc. is a Japanese food manufacturer with a core focus on spices, herbs and seasonings.
Since its establishment in 1923, S&B Foods has established a strong position in the Japanese curry and spice categories and is expanding its business in North America, Asia and Europe, backed by a diverse product portfolio and a stable supply system.
The company develops products that align with the food culture and comply with the regulations of each market, and is working to expand its seasoning business globally.
Official Instagram (UK):
https://www.instagram.com/sbfoods_uk
S&B Foods Global Site:
S&B Foods UK website – Authentic Taste of Japan
Media Contact
Organization: S&B Foods Inc.
Contact Person: Takuma Hosoda
Website: https://www.sbfoods-worldwide.com/europe/umami-topping/
Email: Send Email
Address: 18-6, Nihonbashi Kabuto-cho, Chuo-ku
City: Tokyo
Country: Japan
Release id: 49520
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Millie James is an American real estate investor and Adjunct Professor in Entrepreneurship, Emeritus at Business School.
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No journalist was involved in the writing and production of this article.
