Sushi firm looks to broaden appeal

Sushi is set for a PR makeover as a leading supplier of the raw-fish snack brings in its first UK agency support.

Japanese firm Taiko Foods, which supplies the bulk of the sushi sold in Britain's supermarkets, is to use Nexus Communications to target 18 to 40-year-olds around the health benefits of the food.

It wants to give sushi more mainstream consumer appeal beyond the affluent parts of London where it is currently surging in popularity among lunching workers.

Nexus director Alan Twigg said: 'It takes seven years to train as a sushi chef – it's a real art and that is something we aim to get across, as well as the great health, taste and convenience aspects.'

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