Sushi Gourmet and 555 Amanda Join Forces for Innovative Sushi Roll

Leading Hana Group kiosk brand Sushi Gourmet has announced an exciting collaboration with sustainable seafood brand 555 Amanda to introduce a unique fish roe sushi roll named ‘Roe the Boat’.

Introducing ‘Roe the Boat’

The new roll features a classic California roll with a twist. It includes 555 Amanda’s fish roe—an ambient, nutrient-rich superfood noted for its high protein and omega-3 fatty acid content. Complemented by fresh cucumber and avocado, this roll is rolled in shichimi and topped with a spicy mayonnaise, offering an indulgent yet health-conscious option for sushi lovers.

Inspiration Behind the Collaboration

The idea for this innovative sushi roll emerged during the Quality Food Awards. Jason Danciger, CEO of Hana Group UK, came across the MSC sustainably sourced fish roe while serving as a judge. Impressed by its distinctive flavor and texture, Danciger saw the potential for the ingredient in Sushi Gourmet’s ready-to-eat offerings.

“555 Amanda’s fish roe delivers great flavor and texture that works really well in sushi. ‘Roe the Boat’ is a product that brings something genuinely innovative to the UK market. It’s bold, nutrient-rich, and introduces a completely new ingredient to mainstream sushi,” said Danciger.

A Sustainable Partnership

Lars Fey, Export Director at 555 Amanda, expressed excitement about the collaboration, stating: “We’re thrilled to see 555 Amanda products launching with Sushi Gourmet. This partnership allows us to bring our sustainable, high-quality seafood to a wider audience in a truly accessible way. As consumer interest in responsibly sourced, nutritious seafood continues to grow, we’re proud to work with partners who share our values and commitment to innovation.”

Availability and Future Plans

‘Roe the Boat’ will contain 9 pieces and is priced at £5.25. Customers can find this delicious roll available at selected Sushi Gourmet kiosks within Sainsbury’s supermarkets.

This launch signifies a noteworthy achievement for 555 Amanda, as it continually disrupts the seafood ingredient category by collaborating with both foodservice and retail sectors to create premium, impactful products that elevate consumer experience.

Recognition for Innovation

555 Amanda’s commitment to sustainability and innovation has been duly recognized. The brand’s Salmon Roulade recently won ‘Foodservice Product of the Year 2024’ at the Quality Food Awards and ‘Best New Ingredient’ at the 2025 Sammies Awards. This recognition is attributed to their clever utilization of ASC-certified salmon trimmings and fresh offcuts to produce a versatile and flavourful product.

Furthermore, 555 Amanda has developed a range of fish roe-based recipes that have captured the interest of chefs eager to enhance menus sustainably. This initiative is part of a broader effort to revitalize underused ingredients in contemporary foodservice.