TRENOS SiGINT: Miso Is Having a Umami Moment

JC Analyst September, 2025

Signal:

Miso is no longer just soup stock, it’s become the poster child for the global umami wave. From UK supermarkets to Michelin kitchens, miso is crossing categories and palates. The Bonnie Chung Miso Tasty x Jamie Oliver story illustrates how mainstream adoption can be driven by product excellence and simple, relatable applications.

Human Factor:

Bonnie’s journey resonates because it blends personal struggle, cultural authenticity, and a relatable mentor moment. Jamie Oliver’s endorsement gave ordinary home cooks permission to embrace miso, collapsing the distance between niche ingredient and everyday kitchen staple.

TRENOS Metrics Snapshot

Field	Data Point
Signal	Miso moves from niche to mainstream through simplicity + celebrity endorsement
Data Point	Featured in Jamie Oliver’s Eat Yourself Healthy (2025); Waitrose/Tesco sell-outs previously
TikTok Views	Rising “miso hack” and “miso pasta” clips trending in 2024–25 (multi-million views)
Retail Footprint	UK majors: Waitrose, Tesco, Sainsbury’s; expanding to EU & US speciality stores
Ingredient Format	Pastes, sauces, marinades, dressings, desserts, cocktails
Product Range	Miso Tasty core line + foodservice adoption
Consumer Segment	Flexitarians, health seekers, Gen Z experimenting with umami
Brand Origin	UK (Bonnie Chung, Miso Tasty) with Japanese cultural roots
Export Status	Active in UK/EU; growing global profile
Trend Classification	Umami innovation / pantry staple evolution
System Pressure Point	Rising demand for flavour intensity + clean plant-based functionality

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ENDS: