YO! owner Snowfox Group rebrands as Wonderfield Group

The multi-channel and international Japanese food business says the rebrand represents the next chapter for the group following its acquisition by Zensho​​ in summer 2023.

The Wonderfield Group will consolidate the company’s brands under one name, reflecting the business’ expansion across geographies and brands. The company comprises multiple market-leading brands including YO!, Panku and Taiko in the UK; Bento in Canada; Snowfox, Snowfruit, Zenshi and AFC Franchise Corp in the US; Sushi Circle in Germany; SushiTake in Spain; and Sushi Izu in Australia.

The group employs more than 5,500 team members across 16 countries and supplies more than 7,000 stores and 9,000 kiosks. 

”Our new Wonderfield Group branding embodies the core values and vision of our company. The transformation is more than a visual update; for us, it signifies the next stage for our business, as we bring all of our brands under one roof and move forward as one, consolidated team," says Richard Hodgson, Wonderfield Group’s chief executive officer.

“We’re incredibly proud of our roots in Japanese food, and we will continue to honour the history of our business, but we are excited about our expansion into new cuisines and new geographies.

"Since our business was acquired by Zensho last summer, we have made great progress against our strategy, and are delighted to be serving more customers around the globe through more kiosks and through our retail partnerships.” 

Earlier this year Zensho Holdings launched its first brand ​​into the UK since acquiring the YO! operator last year.

Ichikokudo Hokkaido Ramen is making its UK debut at 59 Wardour Street in London's Soho.