Pho is rolling out a limited‑edition pink sriracha sauce at more than 50 UK restaurants, a joint effort with condiment maker SABZU. The new sauce will also be available through Deliveroo until the end of August, giving diners a chance to try the product before it disappears.
What makes the pink sriracha different
SABZU, operating under the Bamboomart London umbrella, created the sauce using white Thai chillies sourced from northern Thailand. The chillies provide the heat typical of sriracha, while hibiscus flowers lend the bright pink hue and an initial fruity taste. The result is a condiment that starts sweet, then shifts to a spicy finish.
According to Pho, the launch taps into a growing appetite for “fricy” flavours—combinations of fruit and spice that have become popular in recent years. The company says the pink colour and flavor profile are meant to appeal to summer diners looking for something playful yet familiar.
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Promotions tied to the launch
To promote the new sauce, Pho is running a “Pink Wednesdays” campaign throughout August. Customers who wear pink on a Wednesday can buy selected dishes and a spicy pink margarita for £5 each. The menu items include crispy spring rolls, seasoned chicken wings and fresh summer rolls, while the margarita blends dragon fruit with Thai chillies.
Marketing director Libby Andrews commented, “Not only does the new SABZU Pink Sriracha look amazing, it is delicious and so fun for summer. We are really excited to be the only place in the UK to serve it for the month of August.”
Dan Pathomvanich, chief executive of Bamboomart, added, “Our partnership with Pho marks an exciting milestone for SABZU as we introduce the world’s first Pink Sriracha sauce exclusively across the UK. We believe Pink Sriracha perfectly captures today’s appetite for bold, playful flavours while staying true to authentic Thai ingredients.”
The promotion is limited to August, and the sauce will not be stocked after the deadline. Restaurants plan to feature the condiment on tables and in marketing materials, emphasizing its limited nature.
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While the novelty attracts attention on social media, the move reflects a broader trend of eateries experimenting with colour‑centric products. The combination of a familiar heat profile with an uncommon hue may encourage customers to share their experiences online.
If the limited run proves successful, both companies might consider expanding the product line or extending availability beyond the UK market.
For reference, the traditional sriracha sauce has a long history in Thai cuisine and is documented on Wikipedia. The pink variant adds a visual twist while maintaining the core ingredients that define the classic condiment.
