Fujiya Introduces the Nikugoe Hamburg Steak Made with Japanese Sorghum, Claiming it “Transcends Meat”

Japanese restaurant operator Fujiya has introduced a new plant-based meat line called Nikugoe, made from sorghum harvested in Tokushima. The lineup includes products like Hamburg Steak and Meat Super Gyoza, all of which are vegan certified by the NPO Vege Project Japan. Fujiya claims that their meat alternatives are closer in texture and flavor to animal meat compared to tofu, while also containing less sodium and fat than traditional beef burgers.

The company focused on sorghum as a key ingredient due to its nutritional benefits, such as providing folic acid, vitamin D, iron, potassium, and magnesium. After extensive trials and experimentation, Fujiya has created a formula that includes sorghum, sesame oil, mushroom powder, koji, seasonings, onions, and soy milk. With plans to expand their plant-based meat products and vegan gyoza, Fujiya aims to enter the US market and achieve sales of 100 million yen in the first year. Additionally, the company's factory in Tokushima city is set to receive halal certification, allowing for potential exports to Europe and the Middle East.