01
Familiar format, new category
Japanese roots, European life. Onigiri is recognisable, but in most of Europe it's still the next thing.
The BYUN range
Original onigiri.
12 bold flavours, every craving covered. Rice instead of bread, handheld and mess-free, light and filling — and made under FSSC 22000 in Rotterdam.
A familiar format, a new category
Onigiri brought to modern European life.
Onigiri is Japan's most-loved everyday convenience food — a hand-shaped rice ball, neatly wrapped, designed to be eaten on the move. In Europe, this category is still emerging. That creates a clear growth opportunity.
- Rice instead of bread — a lighter, naturally gluten-friendly base.
- Handheld & mess-free — no plate, no fuss, eat anywhere.
- Light, filling, convenient — a fulfilling moment without the weight of a sandwich.
"Onigiri walked so the sandwich could finally retire."
A product built
for repeat purchase.
Four reasons BYUN performs in every channel we touch — straight from the pitchdeck.
02
Designed for on-the-go
Handheld, fast, mess-free. Engineered around the moments that already matter — commute, break, transit.
03
Strong branding
Bold, playful, modern-nostalgic. The BYUN identity drives recognition, repeat purchase and word-of-mouth.
04
Built for consistency
Made under FSSC 22000 with full traceability — quality you can trust, at the volumes modern channels need.
12 flavours, 0 boring
A core range,
A core range,
with room to rotate.
From classic Salmon Mayo to bold Gochujang Chicken, every BYUN onigiri stays true to authentic taste while bringing surprise to the modern shelf. Rotate seasonals, drop limited editions, keep the bestsellers — your call.
Retail price · €3.95 – €4.95
For the classic crowd.
Salmon Mayo
Tuna Mayo
Spicy Salmon
Spicy Tuna
Spicy Ebi
Crab Mayo
For the bold ones.
Crispy Chicken
Teriyaki Chicken
Gochujang Chicken
Kimchi Chicken
For everyone else.
Red Beans
Edamame
Designed for daily
operations.
Quality onigiri at the volume modern channels need — without trading craft for scale.
01
Stable shelf life
Engineered for retail and travel environments — predictable freshness, reliable in cold chain.
02
Low waste potential
Portion-controlled and predictable — sell-through stays high, write-offs stay low.
03
Consistent quality at volume
Made under FSSC 22000 with full traceability and machine-assisted automation, without losing the craft.
1 → 26
Locations
From a single store to national rollout.
2K → 50K
Units / month
Proven volume growth, with room to scale.
FSSC
22000
22000
Internationally certified
Full traceability, retail & travel ready.
Want to stock BYUN?
Let's get
Let's get
BYUN on your shelf.
Tell us about the channel, the location and what you'd like to test. We reply within two business days.