SABZU, the premium Thai condiment brand by Bamboomart London Limited, is making a bold statement in the global sauce market through its partnership with Pho, the healthy Vietnamese street food restaurant group. Together, they are launching the world's first-ever Pink Sriracha Sauce, available exclusively at more than 50 Pho restaurants across the UK throughout August, showcasing the global potential of authentic Thai flavours and culinary creativity.

A reinvention of the global hot sauce, Pink Sriracha sets itself apart from other hot sauces with its striking hot pink hue. Made with Thai chillies, its vibrant colour comes from hibiscus flower, which gives the sauce an initial fruity note before finishing with a delicious spicy kick. Perfectly aligned with the growing "Fricy" (Fruity + Spicy) flavour trend, Pink Sriracha reflects the preferences of today's consumers, who are increasingly seeking not only great taste but also memorable dining experiences, exciting flavours, and shareable moments on social media. Combining bold flavour, vibrant colour, and creativity, Pink Sriracha has been developed to bring a bold and distinctive twist to every dish.

Dan Pathomvanich, CEO of Bamboomart London Limited, said: "At NRF, we are committed to bringing the authentic taste of Thailand to consumers around the world. Our partnership with Pho marks an exciting milestone for SABZU as we introduce the world's first-ever Pink Sriracha Sauce exclusively across the UK. We believe Pink Sriracha perfectly captures today's appetite for bold, playful flavours while staying true to authentic Thai ingredients, and we are proud to bring this exclusive collaboration to life with one of the UK's best-loved Vietnamese restaurant brands."

Libby Andrews, Marketing Director at Pho says: “Not only does the new SABZU Pink Sriracha look amazing, it is delicious and so fun for summer. We are really excited to be the only place in the UK to serve it throughout August.”

The exclusive nationwide launch through Pho represents an important milestone in expanding SABZU's brand presence across Europe. With restaurants spanning the UK from Edinburgh to Exeter, the collaboration gives thousands of consumers the opportunity to experience Pink Sriracha firsthand, while creating new growth opportunities for Thai food products in international markets.

Beyond the product launch, the partnership highlights SABZU's ability to combine authentic Thai ingredients with evolving global food trends. It also reinforces NRF's position as a leading Asian food manufacturer and exporter committed to creating added value for Thai food products through international collaborations while promoting Thailand's culinary soft power to consumers around the world.