Wasabi unveils its spiciest menu limited-time offer launch
This comes as more consumers are now eating spicier food.
Wasabi has announced the launch of its new Flaming Korean Fire Chicken, which it dubbed its ‘hottest dish to date’, across its restaurants starting 11 September.
The new menu features tender red‑flamed chicken in Wasabi’s own fire sauce with red peppers and crisp Asian slaw, served with rice.
According to a Kalsec research report published in September 2024, 65% of consumers now report eating spicier foods today than a year ago, showing a shift towards bolder flavours and a growing appetite for a challenge on the plate.
“This launch is part of our continued focus on innovation and delivering bold, exciting products that reflect the evolving tastes of today’s consumer,” Henry Birts, CEO of Wasabi, said.
Wasabi is also releasing a retail take-home version of the new menu, which will be available on supermarket shelves at different launch dates starting 17 September.
