Snowfox rebrands to Wonderfield Group
The Wonderfield Group will consolidate the company’s brands under one name, reflecting the business’ expansion across geographies and brands.
The Snowfox Group, a multi-channel and international Japanese food business, has announced that it has rebranded to the Wonderfield Group.
The new brand identity comes after its acquisition by Zensho, a Japanese food group, in June 2023 for $621m (£483.69m).
The Wonderfield Group will consolidate the company’s brands under one name, reflecting the business’ expansion across geographies and brands.
The company now consists of multiple brands including: YO!, Panku and Taiko in the UK; Bento in Canada; Snowfox, Snowfruit, Zenshi and AFC Franchise Corp in the US; Sushi Circle in Germany; SushiTake in Spain; and Sushi Izu in Australia.
The Wonderfield Group has diversified into wider food groups such as salads, poke, fruit, bakery, hot food and sandwiches – providing customers with “high-quality, healthy, on-the-go options” through its restaurants and retail partners.
It employs over 5,500 team members across 16 countries and supplies over 7,000 stores and 9,000 kiosks.
Richard Hodgson, Wonderfield Group’s chief executive officer, said: “Our new Wonderfield Group branding embodies the core values and vision of our company. The transformation is more than a visual update; for us, it signifies the next stage for our business, as we bring all of our brands under one roof and move forward as one, consolidated team.
“We’re incredibly proud of our roots in Japanese food, and we will continue to honour the history of our business, but we are excited about our expansion into new cuisines and new geographies. Since our business was acquired by Zensho last summer, we have made great progress against our strategy, and are delighted to be serving more customers around the globe through more kiosks and through our retail partnerships.”
