Hissho Sushi and Frito-Lay spice up the grab-and-go segment with new Cheetos Flamin' Hot Roll

Charlotte, North Carolina, U.S.A.-based franchise Hissho Sushi and snack food enterprise Frito-Lay have come together to introduce a “never-tasted-before” sushi creation: the Cheetos Flamin' Hot Roll.

More than 700 locations across the U.S. – including grocery store deli sections, college campuses, hospitals, and airports – will soon carry the eight-piece Flamin' Hot Roll, the companies said in a press release.

“Customers will experience the rush of heat in every bite as Hissho's specially-trained sushi chefs craft the roll with a triple threat of Spicy Krab, crushed Cheetos Flamin' Hot snacks, and a drizzle of hot mayo and oil. Paired with these fiery ingredients is a cooling trio of flavors – avocado, cream cheese, and cucumber,” according to the press release.

Hissho Sushi CEO Dan Beem said the new product appeals to requests from the firm’s retail partners and consumers.

"It's an honor for Hissho Sushi to partner with iconic brands like Frito-Lay and Cheetos to take our consumers' sushi experience to the next level," Beem said. “We also know that our retail partners' customers demand new and authentic innovation – from moms on the go bringing home dinner to their family or the typical college student yearning for a new food adventure. The Cheetos Flamin' Hot Roll absolutely delivers on those desires."

The prepared foods and grab-and-go segments have been gaining traction, spurring Hissho and Frito-Lay to join forces to create the Cheetos Flamin' Hot Sushi Roll, which melds an iconic American snack with Japanese tradition, the companies said.

"We are very excited for the opportunity to work with Hissho Sushi, and bring our fans a unique spin on the flavors they love and want," Frito Lay Foodservice Innovation Marketing Director Chas Cahn Sr. said. "Hissho's premium, hand-crafted sushi coupled with our Cheetos Flamin' Hot snacks will truly deliver a one-of-a-kind experience that will bring the fire to sushi and Cheetos lovers like never before."

 Photo courtesy of Hissho Sushi/Frito-Lay


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