Eat Happy turns up the heat on indulgence
Eat Happy is turning up the heat on indulgence and launching freshly prepared onigiri, mango sticky rice and seven new sauces.
- Unique: Onigiri freshly prepared in the LEH
- Mango sticky rice – a dessert to enjoy
- Seven new sauces for dipping, topping and mixing
Cologne, 23.10.2025. With a clear focus on freshness and quality, and with an eye on international trends, Eat Happy is currently launching innovative products that will advance the convenience range in supermarkets when it comes to indulgence. On the one hand, the products meet customers’ growing demand for culinary variety. On the other hand, we are responding to the increasing demand for fresh and practical take-away meals. Including: the first onigiri freshly prepared in the supermarket in three varieties, a popular Asian rice dessert with mango and seven new sauces for refining. The shop-in-shop concept, which focuses on sushi and Asian specialties, is also testing other new creations and trend products in selected supermarkets in order to meet the growing demand from retail partners and consumers for fresh take-away meals.
“With these innovations, we are setting new standards in the field of fresh convenience products,” says Johannes Steegmann, CEO of the Eat Happy Group. “We are increasingly focusing on inspiring both retailers and customers with high-quality ingredients, fresh preparation on site and international specialties. We are living up to this claim with our newly launched products and other innovative ideas.”
Fresh, handmade and unique: onigiri
The end of October sees the launch of three onigiri varieties prepared fresh daily in the store – a first in German food retailing in terms of freshness. The ready-to-eat rice wedges contain a filling – cooked tuna, yakitori chicken (€4.49) or avocado vegan (€3.99) – and are wrapped in a roasted seaweed leaf. The handmade onigiri are a high-quality snack alternative for on the go and appeal to snack lovers and food enthusiasts. The special feature is the fresh preparation on site – a detail that underlines the freshness, quality and uniqueness of the product. The onigiri launch will be accompanied by POS material, a social media campaign, influencer collaborations and a landing page with further information about the product: www.eathappy.de/onigiri/.
Sweet highlight: Mango sticky rice
Eat Happy also added a new dessert highlight to its range last month: Mango Sticky Rice. The sweet coconut milk rice with a fruity mango garnish, priced at EUR 3.99 per portion, brings Asian flair to the chilled section and responds to the increased demand for international dessert specialties. More will follow.
Dip it, Top it, Mix it – the new range of sauces
Since the beginning of September, Eat Happy has been offering seven new sauces in practical squeeze bottles for easy dosing at a price of 3.99 euros per variety. Whether Peanut, Hot, Korean Style BBQ, Sesame, Sweet Spicy, Teriyaki or Sushi Mayo: the sauces are perfect for dipping or topping sushi and Asian snacks and invite you to try out new flavors. The accompanying campaign “Dip it, Top it, Mix it” is accompanied by POS material, social media activities, influencer marketing and an interactive landing page, which can be accessed at www.eathappy.de/saucenvielfalt/.
Eat Happy is also testing many other specialties in selected stores – including smoked salmon sushi boxes, flambéed nigiris, an udon kimchi chicken katsu bowl and chicken and tofu bibimbap.
