New series to be accompanied by “Taste” box, POS campaign and competition

  • Limited-edition sushi box available from 21 September to 16 November 2022
  • Customers can rate products in “Eat Happy, Taste Happy” POS campaign
  • Eat Happy sponsoring trip to Japan and sushi catering in viewer competition

Eat Happy is now an official partner of popular cookery competition show “The Taste” on Germany’s SAT.1 TV channel. The specialist for freshly rolled sushi in supermarkets will be running a tie-in with the show’s tenth series, comprising a limited-edition sushi box, a POS campaign and prizes for the viewer competition. The shop-in-shop sushi takeaway concept can be bound in outlets and dedicated chiller units in Rewe, Edeka, Hit and other supermarket chains across Germany.

The tenth anniversary series of “The Taste” starts on 21 September 2022 and will be broadcast on Wednesdays in the primetime slot of 8.15 pm. The idea behind the show is that a panel of four top chefs, supported by top-name guest judges, rate dishes created by amateur and professional cooks – without knowing who made what.

Eat Happy is sponsoring viewer prizes of 10,000 euros in cash per show, sushi catering and a trip to Japan.

“We’re delighted to be an official ‘The Taste’ partner”, says Christian Jürgens, managing director of EatHappy ToGo GmbH. “As a leading supplier of freshly rolled sushi, we share the contestants’ passion for creative cuisine using high-quality, fresh ingredients. So we look forward to taking customers and viewers on a journey into the world of ‘The Taste’ and Eat Happy through this partnership and the promotional campaign.”


“Taste” box of sushi delights

Eat Happy has teamed up with Seven.One Licensing to develop a limited-edition “Taste” box, containing a varied assortment of delicious sushi delights. They include avocado maki, mango maki, salmon nigiri, spicy tuna gunkan, rainbow carrots and California spicy salmon & avocado rolls with wakame topping – finished off with a drizzle of exquisite sriracha, vegan miso-mayo or teriyaki sauce. Each pack also includes marinated ginger and a portion of ponzu sauce – a new addition to the range. The sushi box will sell for 14.99 euros and be available in all participating Eat Happy shops from 21 September to 16 November 2022.

“This limited-edition ‘Taste’ box brings new sushi rolls and combinations to the Eat Happy table, with mouth-watering creations that are all potential gold star winners in true ‘The Taste’ style”, adds Jürgens.


POS campaign to give customers chance to judge

The “Eat Happy, Taste Happy” online vote will invite customers to take on a judging role and rate the Eat Happy range of products – just like on the TV programme.

Contestants on “The Taste” have to cook their way through various themes and challenges set by a series of guest judges. Four top chefs rate the resulting dishes, each of which is served on a single spoon, without knowing which gifted gourmet is responsible for which spoon. The only thing they have to guide them is, quite literally, “The Taste”.

All Eat Happy products will be labelled with a QR code that takes the buyer to a landing page, which they can visit during the campaign to give the product a star rating. When the vote is closed, there will be a prize draw among all participants with a chance to win kitchen appliances worth 5,000 euros.

The campaign will also include special displays, digital screens, POS tastings and social media posts with the hashtag #tastehappy.

Further details about the campaign and the POS promotion will be published at when the campaign gets underway.