our ingredients

acceptable 

acids found in nature [ascorbic, citric, lactic, malic] used to prevent the growth of bacteria, food has been preserved using acid for longer than recorded history.

anti-oxidants which naturally occur, like vitamin C [ascorbic acid] and the vitamin E family found in nuts, sunflower seeds and soy [tocopherols].

natural colours and flavours [beetroot powder, chlorophyll, spirulina powder, paprika extract, plain caramel, vanilla extract] used to enrich colour and flavours.

natural setting agents [apple pectin, agar, carrageenan] pectin is a soluble fibre found in all fruits, used to improve texture for example set jam.

natural starches [e.g. corn, maize, potato, tapioca] used to thicken sauces & make dough.

plant stabilisers [guar, locus bean, xanthan] derived from plants, used to thicken and maintain textures of sauces & marinades.

raising agents [baking powder and bicarbonate of soda] kitchen cupboard ingredients used when baking e.g. sodium carbonates & calcium phosphates. We use them to make our bao buns fluffy and tempura batter crispy.

salt [e.g. rock, sea, table] used to enhance flavour/extend shelf life.

soya lecithin extracted from soybeans, used to prevent sauces separating, found in the majority of chocolate bars. 

soy protein is a common meat-free alternative ingredient used in Asia and there is no evidence that the major criticisms of UPFs apply to soy-based products. It is low in calories, high in protein and low in fat compared to meat. It also has a low GI, meaning it is consumed slower and connected to weight loss.

sugar [e.g. brown, demerara, white] used to sweeten.

vinegars [rice, wine] used to pickle, give flavour or increase acidity.

yeast extract used to enhance flavour and provide umami, a natural ingredient made from bakers' or brewers' yeast that has been used for centuries for fermenting bread, wine and beer.

banned

artificial colours [allura red, brilliant blue FCF,  carmoisine, ponceau 4R, quinoline yellow, sunset yellow FCF, tartrazine]. We are removing the caramel colour from our teriyaki sachet at which point we won’t use any artificial colours in our dishes.

artificial emulsifiers & stabilisers [ammonium sulphate, aluminium sulphate, brominated vegetable oil]. We are committed to replacing modified starches with native starches. We are also changing our veggie ball and suriri recipes. At this point soya lecithin and malto/dextrin will be the only artificial emulsifiers and stabilisers we use.

artificial flavour enhancers [disodium guanylate, disodium 5-ribonucleotides, ethyl maltol, inosinates]. We will have removed MSG from kewpie mayo by the end of 2024 – at which point none of our dishes will contain artificial flavour enhancers.

artificial sweeteners [advantame, cylamic acid, neohesperidin DC, isomalt, neotame]. By June 2025 none of our dishes will contain artificial sweeteners except for our grocery restaurant’ramen noodles which require a drop of sorbitol to stop them from sticking together [we’re working on an alternative].

artificial preservatives [sodium benzoate, tert-Butylhydroquione (TBHQ), butylated hydroxyanisole (BHA), butylated hydroxytolune (BHT)]. Potassium sorbate will be the only artificial preservative we use – it is a replica of a natural occurring chemical which has been used for hundreds of years to prevent the growth of mould & yeast.

remove by June 2025

artificial sweeteners [acesulmafe K, aspartame, saccharin, sorbitol]. Our pickled ginger currently contains 4 artificial sweeteners, they will be eradicated by the end of 2024. Saccharin will be removed from the relish in our restaurant katsu by July 2024. Sorbitol will be removed from our restaurant surimi and our wasabi sachet by 2025. We hope to have a solution for the sorbitol in our ramen’noodles as soon as possible.

carboxymethylcellulose [CMC] will be removed from our veggie'balls by June 2025.

gluconolactone is naturally occurring [made from corn] but not necessary [in our opinion]. To be removed from silken tofu in our restaurants.

di-phsophates, tri-phoshpates & polyphosphates will be removed from surimi by June 2025.

modified starch [maize, corn, tapioca] used to thicken and/or preserve will be removed from wasabi sachets, sesame dressing, spicy sauce, and wasabi peas in our restaurant dishes, as well as hoisin duck bao and crispy chicken sauce grocery recipes.

MSG [an artificial flavour enhancer]. Our prawn nigiri and crab maki recipes have a dot of our authentic kewpie Japanese mayonnaise which has a tiny amount of MSG, we are looking to remove this by the end of 2024.

work to eradicate

corn syrups, glucose syrups & sucralose made from naturally derived sources, used as a sweetener. We are evaluating the evolving research-based evidence on different natural sugar syrups and sugars. Wherever possible we’re working on reducing sugars.

dextrin/maltodextrin, a carbohydrate made from starches such as corn, wheat & potatoes which helps bind ingredients together. Similarly to glucose syrups above, we are evaluating maltodextrin and dextrin [currently in 25 of our 100s of dishes]. We will continue to explore the advantages of alternatives.  

Little Moons™ mochi contain maltodextrin, glucose syrup and mono and diglycerides of fatty acids amongst other ultra processed ingredients. We are working on natural solutions.

nitrite & sodium ascorbate found in the oven baked bacon sold in a handful of our restaurants that serve breakfast, we will keep looking for a viable alternative that doesn’t include these.

potassium sorbate [the only artificial preservative you’ll find in itsu]. A replica of the equivalent naturally occurring chemical, used as a preservative [e.g. to prevent bacteria and mould growth] in our wasabi dressing, spicy sauce, pickled ginger, siracha, ginger sachets and peach and cucumber zen’waters.