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The Rise and Rise of Miso Tasty

MISO TASTY Visual Media PFN/TRENOS Depiction

Once a niche Japanese pantry staple, miso has quietly climbed into the mainstream as the ultimate umami flavour enhancer. Western cooks used to relegate it to miso soup, but now it’s slipping into everything from broths and marinades to desserts and cocktails.


At the centre of this shift is Bonnie Chung, founder of Miso Tasty, who openly credits Jamie Oliver for showing her how to market miso with simplicity and confidence. His stripped-back tuna + miso recipe eight years ago turned a struggling startup into a supermarket fixture, and his recent use of Miso Tasty on Eat Yourself Healthy has reignited attention.


The lesson? When you take an ingredient that seems “exotic” and strip away the noise, people finally see its magic. Jamie’s one-spoon marketing and Bonnie’s persistence have transformed miso from an insider’s secret into a new staple of the Western flavour lexicon.



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