Miso Tasty is a brand known for its high-quality miso products, including soups and pastes. The brand focuses on convenience and authenticity, using natural ingredients and traditional fermentation methods to deliver traditional Japanese flavours.
Australia is Miso Tasty’s largest market outside of the UK and the brand has big things in store for 2025. To coincide with World Miso Day (18 September), Retailbiz spoke to Miso Tasty founder, Bonnie Chung to learn about her career, the wins, the key to success and what lies ahead.
Tell me about your career and the transition from chef to business owner
“I always wanted to work in food and used to work as a private chef, but the hours were tough and I wanted to share my love for food wider than just the people that I cooked for. Building my own brand and writing my own cookbooks was my way of working in food in a way that suited my lifestyle and my values.
“Entrepreneurship was always in my blood, my parents had their own restaurants. I never knew I would be growing Miso Tasty for this long to be honest. Developing a business always takes a lot longer than you ever imagine, but after a decade of Miso Tasty, I am proud that we are still here and still going.”
As a female founder building a global brand, what have been some of your biggest wins?
“If you had asked me five years ago, I would have told you that it would be winning new business and growing, or when we have won awards and endorsements from chefs. But after 13 years, I would say the biggest wins have been the relationships.
“We have worked with our miso makers for more than a decade, my friendships with my team, the partnerships we have built with our customers. Through the business journey, you go through some very tough times and it’s the relationships that get you through.”
What advice would you give to your younger self or other female entrepreneurs starting out?
“Look after yourself. When you start and run a business, there is always infinite jobs to do, so much to learn and aim for. I had never started a business before Miso Tasty and I was hungry and naïve.
“I worked all the hours and pushed myself so hard. My biggest challenge has been how to keep a balanced lifestyle; with friendships, time for family, good diet and health, while growing a business from nothing.
“I would advise my younger self to pace myself and to rest more often. Stress hurts the body and we need to be helping all entrepreneurs learn to cope better with the strains of the journey.”
How is Miso Tasty’s miso is made? What factors contribute to keeping the same manufacturer?
“Miso is a fermented ingredient with thousands of years of history. First created in China, it evolved in Japan to become the miso that we are familiar with today. It is essentially fermented cooked soybeans with a grain that is inoculated with a bacterium (which starts the fermentation process).
“The grain is usually rice, but can also be other grains like barley, millet or spelt. The whole process takes anything from three months to three years, creating miso that can be sweet and savoury custard flavour through to a dark and tangy cocoa notes. Fermentation creates tangy complex flavours that are unique and incredibly tasty, but also versatile.
“We have worked with the same manufacturer since the beginning because we have a fantastic relationship with them. It is important to stay loyal those that were with you when you are just starting out.”
Miso Tasty has seen success in both the UK and Australia – what are the key differences in each market?
“It has been a fun experience learning about the similarities and differences between the two countries in terms of consumer behaviour and interests. Similarities has been the increasing love for cooking from scratch ingredients in both markets, especially post-Covid and the willingness to try new flavours.
“In Australia in particular the established fusion cuisines have set us up well to introduce miso as an ingredient in new and innovative ways, not strictly in Japanese cuisine only. I would say that the familiarity and proximity to Asia and Asian flavours in Australia makes Australia incredibly well poised for the recipes and ideas that Miso Tasty promote.
“We are glad to see some dishes resonating in both countries very well, such as pasta dishes and Italian-inspired meals. We also love making banana bread boosted with miso, which is as popular in UK as it is in Australia.”
Miso Tasty has garnered support from renowned cooking personalities like Nigella Lawson, Ottolenghi, Jamie Oliver – what impact has their endorsement had on your brand?
“The honest answer is that this was not part of our plan. Miso Tasty has been in the market since before miso became a super trendy ingredient and once chefs discovered it, we were the only one in the market for their cookbook inspiration. It pays to be in the market first and to then own the market, as we have done.
“We feel very lucky to still be here today inspiring existing and new chefs with our ingredients. Making Miso Tasty ubiquitous with miso paste has been our goal, and one of those benefits has been being discovered by influential chefs in our space early, and then becoming their go-to miso.”
What are the future plans for Miso Tasty in Australia and other international markets?
“We are very interested in other markets – we see our brand resonating in many other territories. But right now, the most exciting market for us, is Australia. We have been here for four years and we feel like we are just getting started. We have a lot of new products to launch next year under the Miso Tasty brand, so keep your eyes peeled.”