KADOYA SESAME MILLS INCORPORATED has begun promoting ISOLETTA sesame oil for Western cuisine through a touring food truck. The truck will visit 3 cities, Tokyo, Osaka and Aichi, serving 5 dishes in total, with a view to establishing the product as a household staple and expanding into foodservice.
KADOYA SESAME MILLS INCORPORATED has launched “ISOLETTA KITCHEN by Kadoya,” an experiential event featuring ISOLETTA sesame oil for Western cuisine. The event will tour 3 cities, Tokyo, Osaka and Aichi, offering tastings of 5 dishes in total, including carpaccio, pasta and vanilla ice cream.
The product features premium low-temperature-roasted sesame oil that enhances aroma and depth of flavour, with the aim of proposing new uses in Western cuisine. President 北川淳一 said distribution since the launch had been progressing smoothly and outlined a policy of increasing opportunities for consumers to taste the product and understand it firsthand.
At the opening ceremony and tasting event held on the first day at Tokyo Skytree Town, the company served sets combining 3 main dishes with side dishes. Going forward, it also plans to conduct tastings at SPOT locations and in-store tastings by sales staff, and indicated that it was considering larger foodservice products in addition to household-use products.
The company is also considering expanding to other cities, starting with events in Tokyo, Osaka and Aichi, and emphasised its long-term policy of establishing the product as a household staple seasoning under a brand inspired by its founding location, Shodoshima.