PINK SRIRACHA IGNITES PHO’S SUMMER

Pho has unveiled the world’s first pink sriracha, SABZU, a hibiscus-infused chilli sauce that blends fruity floral notes with fiery heat. To celebrate, the chain is hosting Pink Wednesdays until August, offering diners in pink attire access to a special £5 menu, adding colour and spice to summer.

Pho has taken a bold step into flavour innovation with the launch of SABZU, the world’s first pink sriracha. The striking new condiment, made with Thai chillies and infused with hibiscus flower, delivers a unique taste profile that begins with a fruity, floral sweetness before building into a satisfying spicy heat. It is a creation designed to intrigue both loyal fans of sriracha and adventurous food lovers seeking something unexpected.

The launch has been paired with a playful campaign that leans into the cultural phenomenon of Pink Wednesdays. From now until the end of August, diners who arrive at Pho wearing pink will unlock access to a special £5 Pink Wednesday menu, subject to terms and conditions. The initiative not only celebrates the vibrant new sauce but also encourages customers to embrace a sense of fun and community, turning midweek dining into a colourful ritual.

SABZU’s distinctive pink hue comes from its hibiscus infusion, a floral twist that sets it apart from traditional sriracha. The sauce reflects a growing appetite among consumers for bold, flavour-led experiences that combine novelty with authenticity. By blending the familiar heat of Thai chillies with the unexpected delicacy of hibiscus, Pho has created a product that is both visually striking and gastronomically compelling.

The campaign positions SABZU as more than just a condiment; it is a statement piece designed to spark conversation and elevate everyday meals. The Pink Wednesday menu offers diners a chance to explore the sauce in creative pairings, ensuring that the innovation is experienced in context rather than simply admired on the shelf. For Pho, the launch underscores its commitment to keeping its offering fresh, relevant and aligned with cultural trends.

With summer in full swing, the timing of SABZU’s arrival feels deliberate. The sauce’s bright colour and layered flavour profile are well suited to warm-weather dining, while the Pink Wednesday promotion adds a social dimension that encourages repeat visits. By tying the product to a weekly ritual, Pho has created a rhythm that keeps customers engaged and curious.

As the world’s first pink sriracha, SABZU is likely to attract attention beyond Pho’s regular diners, appealing to food enthusiasts and trend-watchers alike. Whether it becomes a permanent fixture or remains a limited-edition summer highlight, the launch demonstrates how creativity and cultural resonance can combine to deliver a memorable brand moment. Pho has not only introduced a new flavour but also crafted an experience that blends taste, colour and community into one vibrant package.