Bachan's Unveils Brand Refresh--New Look, Same Bold Flavor

SEBASTOPOL, Calif. , Sept. 2, 2025 /PRNewswire/ -- Bachan's, the original Japanese barbecue sauce, announced today a brand refresh, including a refreshed visual identity and packaging redesign giving its brand name and iconic octopus mascot—affectionately known as "Octo"—center stage.

"When I launched Bachan's in 2019 we were the first, and only, Japanese Barbecue Sauce in the US," said Justin Gill, Bachan's Founder and CEO. "So, 'Japanese Barbecue Sauce' was the first thing customers would see on our label and that was by design. I knew the day would come when we would want to bring our beloved brand name to the forefront. I'm honored today is that day."

The updated label design retains the brand's signature clean and simple design while bringing Bachan's brand name to the forefront, as well as a now bright red Octo. Flavor names also now pop more, making it easier for consumers to find beloved flavors. The new look is rolling out nationwide now and is already available at many of the more than 25,000 retail locations nationwide where Bachan's can be found, including Target, Whole Foods, Costco, Walmart, Kroger, and more.

"Since the beginning, our octopus mascot has been a playful nod to our Japanese heritage, my love of the ocean, and a symbol of the love and tradition in every bottle," added Gill. "With this refresh, we wanted to let Octo shine while staying true to the well-loved, clean aesthetic that's defined our brand from the start."

Bachan's refresh showcases a new look on the outside, but maintains the bold, fresh, umami flavor Bachan's is known for on the inside. All 13 Bachan's sauces are just as crave-worthy as ever. A couple flavors will have updates including Bachan's Hot & Spicy Japanese Barbecue Sauce now becoming Sweet & Spicy—a name that better captures its less intense heat level.

Since its official launch in 2019, Bachan's has captured the hearts (and tastebuds) of fans across the country with its cold-filled, non-pasteurized sauces made without preservatives or artificial ingredients. Rooted in a multi-generational family recipe, Bachan's is redefining what Japanese-inspired flavors can look—and taste—like on the modern table.

Whether grilling, dipping, or drizzling, Bachan's continues to embody A Tradition of Bold, Fresh, Umami Flavor™—now with an even bolder look.

About Bachan's Japanese Barbecue Sauce
Bachan's was founded by Japanese American Justin Gill in 2013 and after six years of perfecting the multi-generational family recipe, the Original Japanese Barbecue Sauce officially launched in 2019. Guided by A Tradition of Bold, Fresh, Umami Flavor™, Bachan's takes a minimalistic, transparent approach to crafting authentic sauces inspired by Japanese flavors. All Bachan's sauces are cold-filled and made with the highest quality ingredients, free from preservatives and artificial additives—because Our Ingredients Matter®.

Media Contact for Bachan's:
 Angie Mathews
 [email protected]
 714-768-1140

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SOURCE Bachan's