When 7-Eleven Hawaii decided to try a new direction in partnership with a brand’s new innovative product, they didn’t realize just how popular it would be. We were caught off-guard too, frankly. “Where’s the beef?” took on a new meaning.
The video below gives you the idea behind the product, although it isn’t the exact way that 7-11 does it.
The Hawaii stores decided to go vegan by partnering with a new plant-based meat product from OmniFoods. Together they launched a brand new and apparently uber-popular meatless version of their Japanese “katsu musubi” that we are no longer able to find. But there’s good news ahead.
The new fake-spam musubi uses OMNI Luncheon, a plant-based, high-fiber, and high-protein pork alternative made from tofu (soy), seitan (wheat protein), and beets. The pork alternative is prepared katsu-style and then placed on a bed of rice before being wrapped in nori.
Our local 7-Eleven manager, Bill, in Lawai, said he’s out of stock for at least the next two weeks while they receive the next shipment from Omnifoods. They vastly underestimated what the demand would be.
Katsu musubi is a popular Japanese dish that is a hybrid of katsu (breaded, fried meat, seafood, or in this case, vegan) and musubi (rice balls encased in seaweed). Musubi is an over-the-top popular Hawaii snack for breakfast, lunch, or anytime, with unique and delicious flavor fusion and texture.
Katsu musubi is as popular in Japan as in Hawaii and is found at convenience stores, katsu restaurants, and bento shops.
The vegan OMNI Luncheon product came to Hawaii after being introduced in Asia a number of years ago. It has been hugely popular there, as well as now in Hawaii. It was first introduced in the US in 2021 via Whole Foods and Sprouts grocery stores.
OmniFoods CEO, David Yeung, said, “We are excited to partner with 7-Eleven Hawaii to bring our OMNI plant-based Katsu Musubi to customers across Hawaii. Our mission is to provide delicious and sustainable plant-based alternatives to the public, and we believe that this partnership with 7-Eleven Hawaii is a great step towards achieving our mission.”
Are you ready to try the new plant-based Musubi version?