Peter Jones and Sainsbury's bite at the chance to bring Korean cuisine to the nation
Dragons’ Den hit, Yogiyo, is launching in Sainsbury’s this October
The trend for Korean cuisine is set to hit the big time after Sainsbury’s confirmed a deal to launch Yogiyo, the UK’s first range of authentic Korean sauces, and the latest food brand to catch the eye of Peter Jones in the Dragons’ Den.
As aired on an August episode of the BBC show, Peter Jones, jumped at the chance to invest in Yogiyo after Company Founders, Ben Ansah and Sue Youn, wowed him with their cooking and dipping sauces, which celebrate the boldest and most popular flavours in Korean cooking. After a bidding war in the Den, he secured a 33% share of the business for a £50,000 investment.
In a move that echoes the Dragons’ Den biggest success story to date, Levi Roots and his Reggae Reggae Sauce, the brand not only gained investment from the shows’ most long-standing panellist, but Sainsbury’s will launch the Yogiyo range in over 450 stores from October 2015.
The three-strong range includes a cooking and dipping sauce based on Gochu Jang, a fermented chilli paste unique to South Korea and one of the cornerstone ingredients of the country’s cuisine and Galbi, a classic meat marinade, whose sweet, umami flavour is one of the best known and most loved in Korean cuisine.
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