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About BYUN

Built for the now.

BYUN brings onigiri to modern European life. Made in Rotterdam, built under FSSC 22000, designed for everyone who eats on the move — and refuses to give up on taste.

Our story

Onigiri, reinvented for European life.

Everyday food habits are changing. Convenience matters more than ever — but the standard answer (a sandwich, a wrap, a tired salad) hasn't moved in decades.

BYUN started from a simple observation. Onigiri is Japan's most-loved everyday convenience food. In Europe, this category is still emerging. We saw a clear opportunity to bring a familiar format to a new context — rice instead of bread, handheld and mess-free, light, filling and convenient.

From a single Rotterdam location to 26 locations and 50,000 units a month, BYUN has grown without compromising on what matters: bold flavour, consistent quality, and a brand that's actually fun to engage with.

"BYUN isn't just food — it's fuel for the now."

A poster showing BYUN flavours in lifestyle composition
Why BYUN onigiri

The four
brand pillars.

Every BYUN decision passes through these four pillars. If at least one doesn't hold up, it's not BYUN.

01

Contemporary

A playful, innovative approach to brand and product. Fresh, creative, made to spark engagement.

02

Convenient

Portable, quick, fulfilling — a satisfying meal for life on the go, with zero compromise on taste.

03

Authentic taste

Time-honoured recipes blended with fresh ideas. Modern flavours that stay true to their roots.

04

Accessible

Easy to enjoy, welcoming to all. Great taste should be shared — anytime, anywhere.

1 → 26
Locations
From a single store to national rollout.
2K → 50K
Units / month
Proven volume growth, with room to scale.
FSSC
22000
Internationally certified
Full traceability, retail & travel ready.
Food safety

Built under FSSC 22000
standards.

FSSC 22000 is one of the most rigorous food safety standards in the world. We chose it because we operate where it matters most — retail shelves, travel environments and high-volume foodservice — where there's no room for "good enough".

✓

Internationally recognised

FSSC 22000 is approved by the Global Food Safety Initiative (GFSI) — the certification major retailers and foodservice groups already trust.

✓

Retail & travel ready

Designed for environments where shelf life, cold-chain consistency and risk control aren't optional — they're the baseline.

✓

Full traceability

From ingredient sourcing through production to dispatch, every step is documented. We can tell you exactly where every grain came from.

Quality you can audit. Consistency you can count on.

A tray of fresh BYUN onigiri ready to be packaged
Sustainability

Sustainability
by design.

We build sustainability into the product, not on top of it as a marketing afterthought. Three principles guide every decision.

  • Portion-controlled — single-serve format reduces over-portioning and food waste at point-of-sale.
  • Efficient production — Rotterdam facility designed for low energy use and minimal off-cuts.
  • Continuous improvement — packaging, sourcing and processes audited yearly. We measure, then we cut.
See how it's made →
The team

Built by a team,
ready for scale.

BYUN started small — a few people, one Rotterdam location, a recipe book and a lot of opinions. Today, the same team has scaled the operation 25× without losing the craft.

Designed for high-volume production.

Our facility is designed for high-volume production, including machine-assisted automation. The machine handles the repetitive precision; the team handles the recipes, the quality control and the new flavours nobody's tried yet.

The result: consistent quality at volume, with the same care a small kitchen would give a single onigiri.

  • Machine-assisted shaping & portioning
  • Hand-finished filling & nori wrap
  • QA on every batch — no exceptions
A member of the BYUN team preparing onigiri
Want to see for yourself?

Visit the factory.
Taste it on-site.

We host partners, press and pilots in Rotterdam by appointment. Bring your team, bring your questions — and leave with a pack of fresh BYUN.