#United States #Sebastopol #Bachan's #Octo #Barbecue Sauce

Bachan's Unveils a Brand Refresh

Bachan's, known for its original Japanese barbecue sauce, recently announced a significant update to its branding, featuring a striking new visual identity and a redesigned packaging that highlights its name and iconic mascot, affectionately named "Octo." This refresh is an exciting step for the brand as it continues to capture the hearts and taste buds of customers across the nation.

Justin Gill, the founder and CEO of Bachan's, shared his thoughts on the refresh: "When I launched Bachan's in 2019, we were the first and only Japanese barbecue sauce in the US. Our branding at that time was primarily focused on labeling ourselves as a Japanese barbecue sauce. I always knew the day would come when we would want to elevate our brand name, and I'm proud to say that day is now."

The reimagined label preserves Bachan's signature clean and minimalist aesthetic but brings the brand name and the vibrant red Octo to the forefront. Not only does this new design enhance visibility, but it also makes flavor names pop, making it simpler for consumers to locate their favorite varieties. The updated look is now rolling out nationwide, already available at over 25,000 retail locations, including major outlets like Target, Whole Foods, Costco, Walmart, and Kroger.

Gill took a moment to reflect on why the octopus mascot is such a significant part of the brand’s identity: "From the beginning, our octopus mascot has represented our Japanese heritage, my love for the ocean, and the tradition and passion poured into every bottle. With this brand refresh, we aimed to give Octo the recognition it deserves while remaining true to the beloved, clean aesthetic that has defined our brand from the start."

While the exterior of Bachan's sauces has received a fresh makeover, the essence of the products remains unchanged. The brand continues to offer the same bold and umami-packed flavors that fans have come to love. In fact, all 13 varieties of Bachan's sauces maintain their crave-worthy profiles. A notable change, however, is the renaming of Bachan's Hot Spicy Japanese Barbecue Sauce to Sweet Spicy, a label more reflective of its mild heat level.

Since its debut in 2019, Bachan's has made a name for itself by winning over customers with its cold-filled, non-pasteurized sauces, crafted without preservatives or artificial ingredients. The sauces are rooted in a multi-generational family recipe that redefines the concept of Japanese-inspired flavors for contemporary tables.

Whether it's used for grilling, dipping, or drizzling, Bachan's embodies what it stands for: A Tradition of Bold, Fresh, Umami Flavor™—now with an even more compelling look that resonates with a modern audience.

About Bachan's Japanese Barbecue Sauce

Founded by Japanese American Justin Gill, Bachan's launched its Original Japanese Barbecue Sauce after six years of refining a treasured family recipe. The brand, with its commitment to A Tradition of Bold, Fresh, Umami Flavor™, takes a minimalist and transparent approach when producing its authentic sauces inspired by Japanese cuisine. All sauces are cold-filled and made from superior ingredients, free of preservatives and artificial additives, embodying their promise that Our Ingredients Matter®.

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Angie Mathews
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714-768-1140