Fine Choice Foods Taps Into Spicy Trend With Launch of New Asian-inspired Products

National Post

24-06-2025

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Launch reinforces brand's innovation pipeline, category leadership, and capacity to meet growing demand
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RICHMOND, British Columbia — Fine Choice Foods, a North American leader in refrigerated, Asian-inspired cuisine, today announced the launch of two new premium offerings under its popular SUMM! Brand: Pork Gyoza Dumplings with Chili Crisp Oil and Spicy Sriracha Chicken Spring Rolls. These new additions reflect Fine Choice Foods' commitment to continuous innovation and respond directly to growing consumer demand for bold, globally inspired flavors in the refrigerated deli space.
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The new products are the latest to emerge from Fine Choice Foods' robust innovation pipeline, which is backed by strategic, long-term investments in infrastructure. In 2022, the company transformed an existing warehouse into its second manufacturing facility—a 50,000-square-foot, state-of-the-art food processing plant. Additional equipment introduced in 2024 enabled Fine Choice Foods to double its production capacity, enhancing its ability to scale new product offerings quickly while maintaining the quality and consistency the brand is known for.
'Today's consumers expect more from their food—they want excitement, flavor, and a restaurant-quality experience from the comfort of home,' said Jason Longden, CEO of Fine Choice Foods. 'With these new launches, we're delivering on those expectations while continuing to lead in the premium, Asian-inspired foods category.'
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The Pork Gyoza Dumplings with Chili Crisp Oil feature a savory, umami-rich pork filling and Fine Choice Foods' signature chili crisp—a textured, aromatic blend of spices and heat. The Spicy Sriracha Chicken Spring Rolls are filled with tender chicken and vegetables in a crispy wrapper, paired with a Sweet Sriracha dipping sauce that delivers heat with a tangy finish.
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These innovations align with strong market signals: Consumer trends and POS retail data show double-digit growth in the spicy and globally inspired refrigerated deli category, particularly among younger shoppers seeking snackable, multicultural options with elevated flavor profiles.
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Optimized for refrigerated deli programs, both items offer retailers merchandising versatility and strong appeal across multiple shopper segments. The high quality premium positioning, eye-catching packaging, best-in-class shelf life and compelling flavor profiles make them standout performers in both trial and repeat purchase environments. With the SUMM! branded products showing triple digit distribution and velocity growth over the last 12 months, and now recognized as the number 1 refrigerated Asian appetizer brand in North America, these new products will continue to drive incrementality in all sales channels.
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'Our continued investment in capacity and product development ensures we're ready to meet the needs of both consumers and retail partners,' added Longden. 'These new products represent more than bold flavors—they reflect our long-term growth strategy and our ability to innovate with speed, scale, and authenticity.'
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As Fine Choice Foods builds on its infrastructure investments and proven performance in the refrigerated ready-to-eat prepared foods category, the company is well-positioned to continue expanding across North America. The new SUMM! launches underscore its focus on leading in flavor, format, convenience and cultural relevance in the high-growth Asian-inspired food segment.
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Founded in 1986 by the Lui family in Vancouver, BC, Fine Choice Foods is a North American leader in producing high-quality, Asian-inspired cuisine. Specializing in spring rolls, gyoza dumplings, Lumpia, and the original apple pie roll under the SUMM! brand, Fine Choice Foods serves both Canadian and U.S. markets from its two best in class facilities. With more than 300 employees and over 100,000 square feet of production space, the company continues to grow its presence while remaining committed to delivering authentic and delicious food products. For more information, visit www.SUMMFOODS.com.
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