Building a Brand: How I Created ‘Fused by Fiona Uyema’

Fused by Fiona

The Irish public has supported and embraced my cooking journey since I started five years ago. Over the years, they have encouraged me to create a range of my own Japanese inspired food products that they can relate to and trust, allowing them to bring Japanese cooking into their kitchens.

This year I decided to focus my energy on this project and turn my dream to launch my own Japanese inspired food product into a reality. ‘Fused by Fiona Uyema’ was launched in all Supervalu stores in Kildare and South Dublin on September 12th after six months of intensive training and mentoring on the SuperValu Food Academy programme.

Fused by Fiona

‘Fused by Fiona Uyema’ is a range of healthy and tasty flavoured soy sauces that brings excitement to your everyday cooking. I wanted to create three different flavours with their own personality. Clever Classic, Cheeky Chilli and Glorious Ginger are extremely versatile and can turn a basic dish into a tasty meal within minutes.

The range of sauces are made using clean ingredients filled with health benefits and save on time for the busy yet healthy home-cook. My soy sauce range is high in protein, using GM free soy beans with no added sugar, preservatives or additives.

I had a vision of the type of food product I wanted to create I just didn’t know exactly how to go about doing it as I’d no experience in the food production industry. SuperValu’s Food Academy is a life changing programme that gives small food producers like me the opportunity to get their product to customers on supermarket shelves. As part of the Food Academy programme, I attended workshops and received one to one mentoring which has equipped me with the skills and knowledge required to successfully launch my own product.

Fused by Fiona

Now, I endeavour to build my brand and create employment in my local community in the coming years which wouldn’t have been possible without the support of SuperValu. Launching my own product range as a local producer on SuperValu’s Food Academy programme has been a steep learning curve with challenges along the way but it has been worth it to allow me to realise my dream.

Fused by Fiona Uyema is available in Supervalu stores in Kildare and South Dublin or you can buy online, RRP €2.99.

For your chance to WIN a Fused by Fiona Uyema hamper and a copy of Fiona’s cookbook Japanese Food Made Easy click HERE.

Photography from Smiles Photography


Fiona UyemaA self-taught cook, food-writer and author, Fiona Uyema is one of Ireland’s leading Japanese cooks and cookery instructors. Passionate about bringing the art of Japanese home-cooking into kitchens across the country and further afield, her first book, Japanese Food Made Easy was published in September 2015.

Fiona Uyema’s love of the Japanese language, culture and cuisine began in Dublin City University where she studied Japanese and International Marketing. She then spent three years living in the beautiful village of Nishiyama. After her introduction to her now husband Gilmar, her love of Japan was sealed.

Fiona now lives in Co. Kildare with her husband and two sons where she teaches workshops, provides corporate classes on the art of Japanese cooking, provides consultancy to restaurants and the food industry and blogs about her Japanese food adventures on Fiona’s Japanese Cooking Blog.

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