Sushi becomes practical, innovative and fun with Pop Up Sushi, the Lidl novelty designed for those who want a tasty oriental meal ready to taste. Enclosed in a cylindrical packaging that allows you to push and savor each piece in total comfort, this product offers a “pop” taste experience ideal for a lunch break or a different aperitif than usual.
This is a new proposal from the Lidl fish counter, also available in the vegetable California Roll version – the 100% vegetable, light and fresh variant, perfect for those looking for a plant-based alternative to traditional sushi. (For those who prefer fish, there is also the salmon Futomaki Roll version, but it is the vegetable roll that is worth focusing on.)
The Pop Up Sushi California Roll with vegetables will be available for purchase starting from Thursday 25 June in all over 800 Lidl Italia stores.
Looking at it carefully, the real protagonist of this launch is not so much the sushi but the packaging. The idea of the cylindrical tube from which to “push” each piece out solves a real problem for those who consume take-away sushi: no trays that tip over, no awkward joints, no soy sauce that leaks into the backpack. From a practical point of view, it is a small leap forward.
However, it remains to be understood what material this tube is made of and how recyclable it actually is: “pop” formats and cylindrical dispensers, by their nature, tend to require more rigid plastic than a traditional tray, precisely to guarantee the tightness of the push mechanism. A detail that is worth checking before being won over by convenience alone – because a format innovation only makes sense if it doesn’t mean a step backwards on the sustainability front.
