Early sell-outs at BESTIES in Los Angeles fuel momentum ahead of West Coast retail expansion this fall
Azabu Foods, a Japanese-American flavor brand, is making waves with its debut product: Umami Everything™, a bold, clean-label sauce crafted in Japan. After selling out three times at BESTIES in Los Angeles, the brand is gearing up for broader West Coast retail distribution and a direct-to-consumer launch this fall.
Founded by Culinary Institute of America-trained chef and U.S. Navy veteran Brendan Cravitz, Azabu Foods bridges Tokyo culinary tradition and California creativity. The company partners with regional Japanese producers to create small-batch, industrial seed oil-free condiments that bring depth and versatility to modern kitchens.
“We created Umami Everything to be more than just a sauce,” said Cravitz. “It’s about everyday flavor, thoughtful sourcing, and cultural connection. This is the kind of bold, clean flavor I relied on in my own kitchen for years, and now we’re excited to finally share it.”
Made in Japan with premium ingredients like aged tamari, yuzu, miso, maitake, and Japanese leek, the sauce is available in two varieties: Original and Spicy. Both are vegan, gluten-free, and contain no industrial seed oils, MSG, or synthetic preservatives. The Spicy version adds Japanese peppercorn (sansho) and red chili for a bright, citrusy heat with layered complexity.
Designed for versatility, Umami Everything™ works as a drizzle, stir-fry sauce, simmering base, or dip, elevating everything from noodles and eggs to soups, roasted veggies, and even pizza.
With a community-led brand voice and a focus on digital storytelling and chef collaborations, Azabu Foods is crafting a fresh narrative in the umami category. From original animated ingredient characters to upcoming capsule drops with tastemakers, the company is building more than a product, it’s creating a cultural platform within a new untapped whitespace.
