Product Offerings
Products:
Japanese Cuisine: Sushi, Poke, Hot Food, Sandwiches, Bakery Items
Other Offerings: Salads, Fruit
Wonderfield Group, headquartered in London, United Kingdom, is a multinational food group specializing in premium Japanese cuisine and fresh food concepts through a portfolio of iconic brands including Snowfox, YO!, Taiko, Bento, and AFC. Operating across North America, Europe, and Asia, Wonderfield Group is one of the world’s largest Japanese food providers outside of Japan, serving millions of customers each week through diverse retail, franchise, and foodservice channels.
Core Business
The group’s primary business revolves around the production and distribution of freshly prepared sushi, poke, and other Japanese-inspired offerings within retail environments such as supermarkets, convenience stores, and food halls. Wonderfield Group integrates culinary expertise with large-scale operations, positioning itself as a global leader in high-quality, grab-and-go Japanese food.
The group operates through both company-owned and franchise-based models and partners with major grocery chains including Tesco, Sainsbury’s, Whole Foods Market, Costco, Walmart, and Kroger. Its footprint includes in-store kiosks, food counters, and pre-packaged chilled products.
Product and Service Offerings
Wonderfield’s diversified food offerings include:
- Japanese Cuisine: Sushi, sashimi, nigiri, maki rolls, poke bowls, and gyoza
- Hot Food: Katsu curries, yakisoba noodles, dumplings, and bento boxes
- Cold Deli & Fresh: Salads, sandwiches, fruit pots, and bakery items
The group ensures all offerings are freshly made daily, often on-site by trained sushi chefs, ensuring freshness, quality, and authenticity. Each brand within the portfolio serves a distinct segment of the global Japanese food market.
Specialization and USP
Wonderfield Group’s unique selling proposition lies in its multi-brand platform, allowing it to serve different market needs, geographies, and retail formats with tailored product lines. Core differentiators include:
- Vertical Integration: From sourcing and production to distribution and operations
- Scalable Chef Model: 3,000+ trained chefs operating across thousands of global locations
- Franchise Powerhouse: Through AFC Franchise Corp and Sushi Izu, operating in hundreds of grocery stores
Snowfox, one of its flagship brands in the U.S., has become a dominant force in retail sushi by operating sushi kiosks in more than 1,200 grocery stores nationwide.
Financials and Market Presence
While Wonderfield Group is privately held, credible industry sources provide a strong picture of its global scale:
- Revenue Estimate: Over £500 million annually (combined group)
- Global Locations: 3,000+ sites in the U.S., UK, Canada, Australia, and Europe
- Chef Workforce: More than 3,500 trained sushi chefs worldwide
- Grocery Partners: Kroger, Costco, Walmart, Whole Foods (U.S.), Tesco, Sainsbury’s, Asda (UK), Woolworths (Australia)
The group has seen accelerated growth via mergers and acquisitions, including the acquisition of Bento Sushi in Canada, Snowfox in the U.S., and the creation of the YO! platform in the UK.
Shipment and Export Records
While not a traditional exporter, Wonderfield operates international supply chain hubs for sourcing and logistics:
- Seafood Sourcing: Sourced globally from certified suppliers in Japan, Norway, and Southeast Asia
- Cold Chain Logistics: Proprietary cold chain for raw materials and daily fresh deliveries
- Distribution Hubs: UK, U.S., and Canada-based facilities with daily dispatch to thousands of retail locations
These integrated logistics systems allow for consistent freshness and compliance with health standards across geographies.
Target Market
Wonderfield targets health-conscious, convenience-seeking, and globally-minded consumers across multiple demographic groups. Primary customer bases include:
- Grocery store shoppers seeking fresh, high-protein meals
- Young urban professionals and office workers
- Families looking for quick, nutritious alternatives
- Airline, hospitality, and foodservice channels
Its brands also cater to diverse dietary needs including vegetarian, vegan, and gluten-free options.
Capabilities
- Global Sourcing Network: Seafood and rice sourced from BRC-, ASC-, and MSC-certified suppliers
- Training Academies: In-house chef training programs with cultural and food safety modules
- Technology Integration: Real-time operational dashboards for kiosk performance and inventory
- Sustainability Programs: Active partnerships to reduce food waste and plastic packaging
The group emphasizes ethical sourcing, freshness, and convenience, with a centralized R&D team creating seasonal and regional menu innovations.
Certifications and Compliance
- BRC Global Standards (Production Facilities)
- MSC and ASC Certified Sourcing
- FDA and USDA Regulatory Compliance (U.S. Operations)
- ISO 22000 Food Safety Management Systems
- Allergen and Nutritional Transparency Initiatives (Retail Ready Labeling)
These certifications highlight Wonderfield’s robust compliance infrastructure, enabling it to meet regulatory standards across multiple regions and retail formats.
Customer Testimonials
“Snowfox sushi is fresh, consistent, and better than any grocery sushi I’ve ever had. It’s become part of my weekly shop.”
— U.S. Grocery Shopper, Snowfox at Kroger
“YO! has redefined casual Japanese dining in the UK. The quality, vibe, and price point make it a regular stop for me.”
— Diner at YO! Sushi London
Major Achievements
- Acquisition and successful integration of Bento Sushi, Canada’s largest sushi company
- Snowfox named among the Top 10 fastest growing foodservice kiosk brands in the U.S.
- YO! voted Best Brand for Japanese Cuisine in the UK Food Awards (2021)
- Sushi Izu recognized as the largest sushi retailer in Australia, operating over 170 outlets
- In-store chef model cited as an industry best practice in Grocery Dive’s Retail Innovation Report (2023)
Wonderfield Group continues to lead the global expansion of Japanese cuisine through its brand ecosystem that blends authenticity, efficiency, and innovation. With its chef-first approach, scalable retail solutions, and commitment to quality, the group is set to define the future of fresh, global food at retail.