Before we launched Hisaki Snacks in early 2011, many people expressed doubt as to the likelihood of successfully launching a new premium Asian snack brand into the UK. Market observers also expressed the view that perhaps the concept might be too different from traditional British snacks, to strike a chord with the mainstream. It was said that many people just wouldn't 'get it', but we remained upbeat for a number of reasons, which I hope to outline here. In the UK we have witnessed an explosion of interest in world cuisine. The British consumers' appetite to try new products from all corners of the globe continues to grow.
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