NRF’s SABZU Partners with Pho to Launch the World’s First Pink Sriracha, Available Exclusively at More Than 50 Pho Locations Across the UK
SABZU, a premium condiment brand distributed by Bamboomart London Limited under NR Instant Produce Public Company Limited (NRF), is creating a new sensation in the global sauce market through a collaboration with Pho, one of the UK’s leading Vietnamese restaurant chains. Together, they have launched Pink Sriracha, the world’s first pink Sriracha sauce, available exclusively at more than 50 Pho locations across the UK throughout August. The collaboration highlights the potential of Thai culinary innovation to make an impact on international markets.
Pink Sriracha reimagines the classic Sriracha sauce with its distinctive pink hue, naturally derived from hibiscus, combined with high-quality Thai chillies. The sauce opens with a subtly sweet, fruity aroma before developing into a well-balanced, satisfying heat. Its unique flavour profile responds to the growing global “Fricy” (Fruity + Spicy) trend, which is gaining popularity among younger consumers worldwide.
Today’s consumers are seeking more than simply great-tasting food. They increasingly value memorable dining experiences, originality and products that inspire social sharing. Pink Sriracha was therefore created around the idea of bringing together flavour, colour and creativity, adding a playful and distinctive touch to a wide range of dishes.
Dan Pathomvanich, Chief Executive Officer of NRF, said: “We are committed to bringing the distinctive flavours of Thailand to consumers around the world. Our collaboration with Pho marks another important milestone for SABZU, as we introduce the world’s first Pink Sriracha exclusively in the UK. We believe Pink Sriracha will appeal to today’s consumers who are looking for flavours that are exciting, playful and distinctive, while retaining the authentic character of Thai ingredients. We are proud to create this special collaboration with Pho, one of the UK’s most popular Vietnamese restaurant brands.”
Libby Andrews, Marketing Director at Pho, said: “SABZU’s Pink Sriracha is not only striking in colour but also delivers a fun and vibrant flavour that is perfect for summer. We are delighted that Pho is the only restaurant in the UK to offer this sauce exclusively throughout August.”
The launch through Pho’s extensive network of restaurants across the UK represents an important step in expanding awareness of the SABZU brand in the European market. It also provides an opportunity for a broad audience of consumers to experience the product first-hand, while creating further potential for Thai-made condiments to reach international markets.
Beyond its commercial potential, the collaboration demonstrates how SABZU combines the distinctive character of Thai ingredients with emerging global consumer trends. It also reinforces NRF’s position as a leading producer and exporter of Asian food products, committed to creating greater value for Thai products through international partnerships and advancing the global appeal of Thai food as a powerful form of soft power.
