Sushi chain unleashes Cheetos Flamin’ Hot Roll for ‘one-of-a-kind experience’


Here’s something for anyone whose wasabi has been a little bland or whose spicy tuna roll isn’t so hot.

The sushi chain Hissho Sushi has partnered with snack maker Frito-Lay to create a new Cheetos Flamin’ Hot Roll.

The unusual sushi roll is made with spicy imitation crab, crushed Flamin’ Hot Cheetos, avocado, cream cheese and cucumber and topped with a drizzle of hot mayo and oil. The ingredients were picked to deliver both spicy and cooling flavors.

The sushi chain Hissho Sushi has partnered with snack maker Frito-Lay to create a new Cheetos Flamin’ Hot Roll. (Hissho Sushi)

The sushi chain Hissho Sushi has partnered with snack maker Frito-Lay to create a new Cheetos Flamin’ Hot Roll. (Hissho Sushi)

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Chas Cahn, senior marketing director of Frito-Lay foodservice innovation, said in a press release that the combination “will truly deliver a one-of-a-kind experience that will bring the fire to sushi and Cheetos lovers like never before.”

The Charlotte, N.C.-based Hissho claims to be the second-largest sushi franchise in the U.S. It has more than 700 locations across the country, including many in grocery store deli sections, on college campuses and inside hospitals and airports.

A map with all of Hissho Sushi’s locations is available on its website.

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Dan Beem, Hissho Sushi CEO, said the company’s retail partners’ customers “demand new and authentic innovation.”

“The Cheetos Flamin’ Hot Roll absolutely delivers on those desires,” he said in a written statement.

Frito-Lay has partnered with several other restaurants to offer items made with its fan-favorite Cheetos Flamin’ Hot snacks, including Taco John’s for a Flamin’ Hot Cheetos Burrito, Burger King for Flamin’ Hot Mac n’ Cheetos and Carl’s Jr for a burger topped with the snacks. Last year, Frito-Lay even opened its own pop-up Flamin’ Hot Cheetos restaurant in Los Angeles with items as diverse as steaks and chocolate shakes made with Flamin’ Hot Cheetos.

The Flamin' Hot Spot, a pop-up restaurant, sold "hot" chocolate shakes with Flamin' Hot Cheetos.

The Flamin’ Hot Spot, a pop-up restaurant, sold “hot” chocolate shakes with Flamin’ Hot Cheetos.
(Frito-Lay)

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So this collaboration with Hissho is the latest in a long line for the hot and spicy snack.

“We are very excited for the opportunity to work with Hissho Sushi, and bring our fans a unique spin on the flavors they love and want,” Cahn said.



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