Nearly a year after first rolling it out, Uncle Giuseppe’s “Italian sushi” is suddenly having a moment.
A reposted video of the mozzarella-wrapped creation racked up nearly 3 million views across platforms this month.
The sushi is now making the leap from social media feeds to television screens, with appearances on both local broadcasts and the Today show on Friday.
The item, which swaps traditional sushi ingredients for Italian staples like fresh mozzarella, cured meats and greens, was originally introduced around May 2025 by Uncle Giuseppe’s director of pasta and mozzarella, Dondi Peterson, and his team.
“You can never guess the virality of social media,” said Nick Renna, director of marketing and e-commerce for Uncle Giuseppe’s Marketplace. “So we posted it again, and it went bonkers.”
The Instagram video has since surpassed 2 million views and is approaching 3 million across platforms.
As the clip spread, the concept caught the attention of television producers at the Today show, where the hosts sampled a lineup of viral food trends.
The local segment aired today, April 28, on The Noon show on Fox 5 New York.
Top: Dondi Peterson, director of pasta and mozzarella at Uncle Giuseppe’s, and The Noon co-host Bianca Peters at the Fox Television Center in NYC. (Credit: courtesy photo)
The video
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