packaging the fifth taste

 

Gourmet burger chain, Umami Burger, is cashing in on the brands notoriety (“Burger of the Year” by GQ Magazine in 2010) with the launch of four limited-time condiments created by founder Adam Fleischman. We can't say we blame them after visiting two of the nine California locations last July.

 

 

The new range of products include: Umami Ketchup ("slightly sweet with the perfect balance of tomato, vinegar, salt and just a hint of truffle"), Umami Master Sauce ("new spin on soy sauce"), Umami Dust ("flavor-enhancer" seasoning- which is all natural and MSG free), and Umami Spray (known in Japan as Mizushio). To complement to LTO assortment, available online and at select locations, Umami Burger is selling Umami-approved fish sauce, barbecue sauce and pepper sauce.

 

“For years people have been asking for our secret recipe at Umami Burger,” said Fleischman. “Now anyone can umamify their meal with a sprinkle or spray of our products.”

Product line extensions can be tricky testing but limited quantities is a great way to understand the market potential without forgoing margins with distribution. We'll be curious to see if this tactic turns into a long term channel strategy.

 

Let the Umamification begin...