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Sun Hee’s rapidly expanding Korean range secures more listings

Korean range Sun Hee has announced multiple launches this month including four new sauces and a range of udon and ramen noodles.
Among the first Korean brands to enter major UK supermarkets, Sun Hee’s NPD has been spurred on by the nation’s growing appetite for Korean food. Twenty new products will be rolled out to around 500 Tesco stores across the UK and featured in eye-catching displays. Produced by UK- based global food specialists, Surya Foods, it is one of the world food food giant’s biggest launches of 2024.

In 2021, Sun Hee put classic Korean ingredients within easy reach of enthusiastic UK home cooks with the launch of 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 trending brand is now launching a further 20 new products, including four new sauces; Sun Hee Gangnam Kimchi Sauce, Sun Hee Teriyaki Sauce, Sun Hee Itaewon Hot & Spicy Sauce and Sun Hee Namsan BBQ Sauce, together with Sun Hee udon noodle bowls, meal kits and a selection of classic Korean store cupboard staples.
The latest launches are all about quick, easy and satisfying Korean meals. The udon bowls are vegan, microwaveable in 2 minutes 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 play a pivotal role in 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.
The Sun Hee launch will be supported by a marketing campaign, including PR & Print, shopper promotions, events, sampling and merchandising, as well as activity across Sun Hee’s digital and social media platforms. The brand recently introduced a panda motif on pack, which changes to reflect the heat level of the products, and kicked off a playful Pandamonium socials campaign.
The 20 new products, available from Tesco early February, include:
Sun Hee Ramen Noodles, 200g RRP £0.70p
Sun Hee Udon Noodles, 200g RRP £0.75p

Sun Hee Gangnam Kimchi Sauce, 300g RRP £2.50
Sun Hee Itaewon Hot & Spicy Sauce, 300g RRP £2.50
Sun Hee Namsan BBQ Sauce, 300g, RRP £2.50
Sun Hee Teriyaki Sauce, 300g, RRP £2.50

Sun Hee Kimchi, Hot & Spicy, 190g, RRP £1.70

Sun Hee Udon Noodle Bowl, Spicy Kung Pao, 240g, RRP £2.00
Sun Hee Udon Noodle Bowl, Gochujang, 240g, RRP £2.00
Sun Hee Udon Noodle Bowl, Sesame Teriyaki, 240g, RRP £2.00
Sun Hee Udon Noodle Bowl, Sweet & Sour, 240g, RRP £2.00

Sun Hee Namsan BBQ Rice Meal Kit for Four, 420g, RRP £4.50
Sun Hee Sesame Teriyaki Rice Meal Kit, 225g, RRP £2.50
Sun Hee Kimchi Ramen Meal Kit, 510g, RRP £4.50
Sun Hee Hot & Spicy Ramen Meal Kit, 255g, RRP £2.50

Sun Hee Sticky Rice, 500g, RRP £2.00
Sun Hee Korean Red Chilli Flakes, 29g, RRP £1.75
Sun Hee Toasted Sesame Seeds, 43g, RRP £1.75
Sun Hee Wok Sesame Oil, 225ml, RRP £2.50
Sun Hee Light Soy Sauce, 150ml, RRP £1.10
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