Culinary Worlds of Snacks and Sushi Collide: Leading Innovator Hissho Sushi joins forces with Frito-Lay to unveil first-ever Cheetos® Flamin’ Hot® Sushi Roll

For the first time in its history, industry leader Hissho Sushi is joining forces with the maker of America’s favorite snack foods, Frito-Lay, to unveil a new, never-tasted-before sushi roll – the Cheetos® Flamin’ Hot® Roll.


Hissho Sushi and Frito-Lay , both known for delivering exciting flavors and elevating experiences, are pushing the fiery limits by bringing the eight-piece Flamin’ Hot® Roll to more than 700 locations across the country, including in the deli sections at local grocery stores, college campuses, hospitals and airports.


Customers will experience the rush of heat in every bite as Hissho’s specially-trained sushi chefs craft the roll with a triple threat of Spicy Krab, crushed Cheetos® Flamin’ Hot® snacks and a drizzle of hot mayo and oil. Paired with these fiery ingredients is a cooling trio of flavors – avocado, cream cheese and cucumber.


“It’s an honor for Hissho Sushi to partner with iconic brands like Frito-Lay and Cheetos to take our consumers’ sushi experience to the next level,” said Dan Beem, CEO of Hissho Sushi. “We also know that our retail partners’ customers demand new and authentic innovation – from moms on the go bringing home dinner to their family or the typical college student yearning for  a new food adventure. The Cheetos® Flamin’ Hot® Roll absolutely delivers on those desires.”


With growing opportunities surrounding prepared foods, and increased competition to offer more inventive and convenient grab and go options, Hissho and Frito-Lay’s innovative chefs came together to build a creation that thinks outside the roll! The flavor-packed Cheetos® Flamin’ Hot® Sushi Roll takes an iconic American snack and pairs it with Japanese tradition.


“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,” said Chas Cahn, Sr. Marketing Director of Frito Lay  Foodservice Innovation. “Hissho’s premium, hand-crafted sushi coupled with our Cheetos® Flamin’ Hot® snacks will truly deliver a one-of-a-kind experience that will bring the fire to sushi and Cheetos® lovers like never before.”