FURIFURI in a few words
FURIFURI is the first 100% natural furikaké made in France: a great alternative to salt, made with organic seaweed from Brittany. Easy to sprinkle on all your everyday dishes: goodbye salt, hello flavor!
In Japan, there’s no salt on the table — only furikake.
That inspired us to create the first 100% natural furikake, made in France with organic seaweed from Brittany. A healthy, delicious alternative to salt, full of umami.
FURIFURI was born in 2020, right in the middle of the Covid crisis.
Natsuko, a Franco-Japanese food lover, realized that most furikake available were full of additives. So with Julie, her pharmacist friend, they launched FURIFURI — a clean-label version of this iconic Japanese condiment.
They are backed by two umami experts:
👨🍳 Keisuke Matsushima, Japanese chef based in Nice for over 20 years
🥗 Caroline Joucla, certified nutritionist and dietitian
🔑 Key Milestones
Oct. 2022 – Ulule launch → 5,000+ products sold, Top 3 campaign
Mar. 2023 – Launch at La Grande Épicerie de Paris (Bon Marché)
Jan. 2024 – Pépite Prize & Monoprix Jury Award → 1 brand out of 250 selected
Today
FURIFURI is available in 600+ delicatessens and Asian stores, including Du Bruit dans la Cuisine, Printemps du Goût and Nature & Découverte.
Now expanding into foodservice & B2B, embraced by chefs and restaurants.
And we’re going global — with first partnerships in Belgium, Switzerland, and beyond.
They talk about us
The FURIFURI Team
Natsuko - FURI Native
Franco-Japanese, Natsuko spent her childhood in Tokyo and then worked alongside the greatest chefs, including 10 years with Alain Ducasse, opening restaurants in New York, Tokyo, Paris and London. In 2016, she co-founded a wine bar in the heart of London with her partner Alexandra: CLARETTE.
Natsuko is...
★ Positive and passionate & fell into the furikake pot when she was little.
★ As sunny as her first name which means summer girl in Japanese & fan of soboro bento and Nina Simone.
Julie - FURI Addict
Pharmacist and a nutrition expert, Julie has spent over 15 years in Asia and has more than one string to her bow. An entrepreneur at heart, she founded a company specializing in promotional items in Hong Kong, which quickly became a leader in its market.
The discovery of furikake by her friend and associate Natsuko is a revelation !
Julie is...
★ Generator of good vibes and convinced that two people are three times smarter.
★ Curious & greedy in the best way - 100% furikake addict.
Keisuke Matsushima · Umami expert chef
Kei has always dreamed of becoming a chef. Since arriving in France at the age of 20, he has been passionate about discovering the country, its gastronomy, and its culinary traditions. Curious and creative, he enjoys revisiting traditional recipes while respecting their identity and history.
Fascinated by umami, this fifth flavor that enhances dishes, Kei has made it his guiding principle: "To live in good health, you have to pay attention to your diet, and umami is a key to this."
A lifelong fan of furikake, he naturally created fair and balanced recipes for FURIFURI, with umami as the essence of each of his creations.
Caroline Joucla · Nutritionist dietitian
According to Caroline, "Just because our food plays a key role in our health doesn't mean it has to taste like medicine! Quite the opposite: a healthy meal can be delicious, indulgent, and comforting all at the same time. A balanced diet, rich in essential nutrients, can be a real source of pleasure!"
It was precisely this vision that immediately captivated Caroline and convinced her to join the FURIFURI adventure. With its natural recipes, rich in umami and beneficial ingredients, FURIFURI proves that healthy eating can be as tasty as it is joyful
