About Itsu
Itsu stands as the UK's leading Asian-inspired food brand, bringing healthy, nutritious Japanese-influenced products to supermarket shelves and high street restaurants nationwide. Founded in 1997 by Julian Metcalfe, co-founder of Pret a Manger, itsu has grown from a single London restaurant into a dual-channel business spanning approximately 80 restaurants and a grocery division supplying around 100 products to over 94,000 supermarkets and health food stores across Europe. The brand represents Metcalfe's mission to make nutritious, affordable Asian food accessible to Western consumers. Julian Edward Metcalfe's entrepreneurial journey began in 1986 when he founded Pret a Manger with college friend Sinclair Beecham, revolutionising the British sandwich market with fresh, natural food. In 1997, Metcalfe applied his food retail expertise to Asian cuisine, founding itsu (いつ, Japanese for "when") in partnership with Clive Schlee. The brand adapted Asian staples for Western palates, offering fresh, nutritious choices like noodles, rice, sushi, and salads at prices competitive with traditional fast-food outlets. Metcalfe currently owns 54% of itsu, maintaining the founder-led vision that has driven the brand's growth. His philosophy centres on the belief that healthful food should not come at a premium - a direct critique of some fast-food giants' pricing strategies. This commitment to affordable nutrition differentiates itsu from competitors who position healthy eating as a luxury segment. The itsu grocery journey began in March 2012 when Metcalfe's Food Company launched the itsu brand into retail under the name itsu [grocery]. This extension from restaurants to supermarket shelves proved highly successful, with the grocery division now representing approximately 30% of itsu's total sales. The division is central to the company's growth plans, with expansion across Europe including presence in Sweden, Norway, Finland, and Belgium. The itsu grocery range encompasses approximately 100 products spanning multiple Asian-inspired categories. Gyoza (Japanese dumplings) have become a signature product, offering restaurant-quality frozen dumplings for home cooking. Varieties include chicken, prawn, vegetable, and innovative flavours that bring izakaya-style dining to home kitchens. The gyoza range has won multiple awards for quality and taste. Noodle products provide quick, nutritious meal solutions. Instant noodle cups offer convenient lunch options with more authentic flavours than traditional pot noodles. Rice noodles suit stir-fries and soups. The emphasis on quality ingredients and authentic flavours differentiates itsu from mass-market instant noodles. Seaweed thins represent itsu's innovative approach to healthy snacking. These light, crispy seaweed snacks provide low-calorie alternatives to crisps with added nutritional benefits from seaweed. Multiple flavour varieties including wasabi, sea salt, and sesame have made seaweed thins an award-winning product line. Miso soups and broths deliver comforting, nutritious liquid meals. Traditional miso varieties provide authentic Japanese flavours. Ramen-style broths suit home noodle preparations. The emphasis on clean ingredients and genuine taste profiles appeals to health-conscious consumers seeking authentic Asian flavours. Rice and grain products complement the broader range. Microwave rice pouches offer convenient side dishes. Brown rice and ancient grain options suit nutritionally-focused consumers. These products position itsu against mainstream rice brands while maintaining premium quality positioning. Sauces, seasonings, and cooking ingredients enable consumers to create itsu-style meals at home. Teriyaki, katsu, and other Asian sauces simplify home cooking. These products extend the itsu brand from ready-to-eat into home cooking occasions. The restaurant business operates approximately 80 UK sites with plans to double the estate over time. International locations include Brussels Airport and Paris through franchise partnerships. The restaurants serve as brand showcases, building consumer awareness that drives grocery purchases. This dual-channel approach creates synergies between dining experiences and at-home consumption. Itsu products are widely available across UK retailers. Major supermarkets including Tesco, Sainsbury's, Waitrose, and Ocado stock comprehensive ranges. Health food stores carry core products. The brand's premium positioning aligns with retailers' better-for-you food sections. Online grocery platforms provide home delivery options. When comparing itsu to competitors like Wagamama (grocery), Kabuto, and supermarket own-brand Asian foods, itsu offers the combination of restaurant heritage, premium positioning, and innovative products. Wagamama brings similar restaurant credentials. Kabuto provides competition in noodles. Own-brands offer budget alternatives. Itsu's founder-led innovation and quality focus maintain competitive advantage. For UK consumers seeking healthy, delicious Asian-inspired food products from Britain's leading Asian food brand, itsu delivers the quality and authenticity that has made it a household name. Whether enjoying signature gyoza, snacking on seaweed thins, or preparing quick miso soups, itsu brings Japanese-inspired nutrition to everyday eating. Using Grocefully to compare itsu prices across UK retailers ensures you find the best deals on premium Asian food products.