SURPRISE ELEMENT
You simply cannot escape the buzzwords of globalisation, travel and social media when it comes to emerging flavours in food to go. Fusion cuisine is all the rage – and at times it’s difficult to keep up with menu innovation, new carriers and trends like the street food revolution. But it’s also an exciting opportunity for operators prepared to step out of their comfort zone.
Data backs this up, with a recent report from Innova Market Insights stating that ‘26% of Gen Z favour visually striking and surprising flavour combinations, with textures, aroma and visual appeal, providing growing drivers of indulgence and perceived value’. Further findings in the report showed ‘toppings, seasonings and sauces remain key avenues for experimentation, with the majority of consumers interested in trying new foods’.
And one reliable choice for nutrition-laden dishes with balanced and harmonised ingredients is authentic Asian.
“It continues to grow in popularity across the UK, and we provide accessibility for this demand through an extensive range of sauces, condiments and seasonings,” said Lee Kum Kee Europe associate director, business development, Ivan Pan.
“For foodservice, delivering global flavours doesn’t need to be complicated; chefs can rely on Lee Kum Kee’s heritage range to bring depth, consistency and versatility across all sectors.
“Sandwiches, wraps and baguettes remain the backbone and highest-volume sellers, especially around the lunchtime occasion, but the key is to rotate fillings throughout the year and offer at least one plant-based and one premium option alongside the classics. Asian inspiration is a strong way of doing this.”
HEAT IS ON
As the sun begins to reappear again following the inevitable UK storm front, BBQ season looms into view.
“Lee Kum Kee Chinese Style Honey BBQ Marinade (Char Siu Sauce) is worth building a rotation around,” continued Pan. “It works as a marinade for proteins or glaze for roasted and grilled vegetables, making it easy to stretch across multiple formats, from wraps and sandos to skewers and rice bowls, all carrying that distinctive, sweet-savoury and glossy Cantonese character.
“Later in the year, our Hoisin Sauce offers a natural next step. Rich, deeply savoury and familiar to most consumers, it works particularly well with slow-roasted duck or pulled pork, creating premium fillings for wraps, bao-style sandwiches and other grab-and-go options that deliver comfort and depth of flavour during colder months.
“The same seasonal thinking applies beyond sandwiches. Portable options such as salad boxes, noodles and grain bowls appeal to customers who might previously have opted for a seated dining experience. Lee Kum Kee Thai Sweet Chilli Sauce or Makrut Lime Leaf Flavoured Chilli Sauce offer plenty of versatility, as a dressing base for prawn noodle salads, tossed through rice vermicelli with shredded chicken and herbs or used as a dip to build flavour with minimal effort.
“Across hot-hold and snack ranges, small touches make a big difference. Lee Kum Kee Premium Mushroom Seasoning Powder quietly does the heavy lifting. An addition to arancini mix, gyoza fillings, sausage rolls or a noodle pot broth, it delivers umami depth that lifts perceived quality well beyond what the ingredient cost would suggest. Sprinkled over fries, spring rolls or crispy tofu, it adds a savoury finish that keeps customers coming back. Pair those fried items with Lee Kum Kee Chiu Chow Chilli Oil stirred through mayonnaise and the result is a fiery, aromatic dipping sauce that adds a premium touch effortlessly.”
NEXT-GEN
Working with foodservice is a major factor in the success of Lee Kum Kee, building relationships grounded in collaboration, practical support and culinary understanding. From Flavour Inspiration Sessions for chefs to Wholesaler and Sales Engagement Cooking Workshops, the brand is committed to creating meaningful touchpoints that go beyond product placement.
“Lee Kum Kee is also committed to supporting the next generation of culinary talent, including through sponsorship of events such as Zest Quest Asia and Young National Chef of the Year 2026. We aim to help chefs build confidence in working with Asian ingredients and flavours, enabling them to meet growing consumer demand for globally inspired dishes.
“At the heart of this is the Pearl Table – Lee Kum Kee’s dedicated chef platform. Created with chefs in mind, it provides inspiration, menu development ideas and practical advice on using Asian sauces and seasonings across a wide range of applications.”
Looking ahead, Lee Kum Kee is keen to strengthen relationships with chefs across pubs and casual dining to QSRs, contract catering and education.
“Chefs are central to the evolution of the Professional Range, and the brand is always looking for opportunities to collaborate more closely with operators who want to bring exciting flavours and menu innovation to their customers. The more they experiment with the range, the more opportunities to add flavour, create differentiation and drive customer engagement.”
LABOUR SAVING
Having to balance rising costs with pressure on prices is an unmitigating challenge. But what can help is multi-use products.
“Ongoing labour shortages and skill gaps add further strain, with many kitchens unable to prepare complex sauces or bases from scratch. Lee Kum Kee’s ready-to-use range offers minimal preparation and a reliable solution, enabling kitchens to maintain consistency and efficiency without sacrificing flavour or quality.”
And, of course, flavour is where the ultimate differentiation lies. How these are layered, ensures movement beyond functional to universally appealing – highlighting the importance of sauces and seasonings.
“FTG operators are taking inspiration from successful street food specialities, such as smash burgers and Korean fried chicken. Core menus that are short and specialised offer consumers trust, resulting in all-important exposure and endorsement on social platforms.
“We’re seeing greater demand for elevated FTG and everyday comfort foods taken to another level through additions of spice and umami – expectations of nuanced flavour profiles shows today’s consumers are well educated in world cuisines and hungry for authenticity.
“Lee Kum Kee Professional’s latest additions showcase deep umami flavour with its Premium Mushroom Seasoning Powder, crafted from shiitake and white button mushrooms. Versatile and easy to use, its concentrated formula ensures bold, consistent results with the slightest effort, making it ideal for broths, stir-fries, marinades, risottos, and even rice pudding!
“And to answer heightened interest in heat and spice, Chiu Chow Chilli Oil adds an extra kick to finished dishes. From Asian dishes through to burgers, pizzas and small plates, making it a natural fit for cross-menu usage.”
As for the rest of 2026, Lee Kum Kee is looking to maintain momentum across industry engagement and chef support. The brand is also championing emerging talent through event sponsorship, including Young National Chef of the Year and the Street Food Championships.
“Underpinning all of this is an ongoing commitment to providing relevant, practical menu support that helps operators make the most of the Professional Range, whatever the season,” concluded Pan.
