Snowfox rebrands to Wonderfield Group

A multi-channel and international Japanese food business has announced a rebrand, changing its name from the Snowfox Group to the Wonderfield Group. 

The company's new brand identity marks its next chapter, and follows the group's acquisition by Japanese food group Zensho in June 2023. As announced at the time of the acquisition, Zensho has supported the company by sharing its Japanese heritage and expertise for the benefit of employees, franchisees, retailers, and end-customers alike. 

The Wonderfield Group

The Wonderfield Group will consolidate the company's brands under one name, reflecting the company's expansion across geographies and brands. The business now comprises several market-leading 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. 

While maintaining its strong position across several markets in Japan, the group has diversified into wider food groups such as salads, poke, fruit, bakery, hot food and sandwiches. It currently employs over 5,500 staff across 16 countries and supplies over 7,000 stores and 9,000 kiosks. 

Richard Hodgson, CEO of Wonderfield Group, comments: "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."

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