In a move to further innovate within Britain’s plant-based food sector, Happiee! is introducing a line of seafood alternatives featuring Shrimpee, Squidee and Calamariee faux prawn and squid products. The entire range is now available at Ocado.com in 180g frozen packs priced at £3. The Tesco retail chain is set to launch the brand in a chilled format across 345 stores throughout the United Kingdom next month, and more listings are in the pipeline for next year.
The new offerings come in both plain and breaded varieties to conveniently enhance stir-fry, curry, ramen, paella and pasta dishes. The vegan fare is quick to prepare, absorbs flavors nicely, and is well suited for pan and air frying. The breaded options, featuring light golden crumb, deliver a crispy snacking experience that’s ideal for dipping.
According to a recent Mintel survey, demand is increasing by 39%* YOY for plant-based seafood.
“As a former plant-based buyer for Sainsbury’s, I am excited to introduce Happiee! to the category, as nobody has innovated beyond flaky fish so far,” said Rosie Bambaji, commercial director for the MondaySwiss UK Ltd. brand. “This isn’t just another burger or sausage on the meat-free shelf; it’s an innovative step forward. We are proud that consumers can buy authentic seafood alternatives without it costing them more than their seafood counterparts.”
She added: “Our aim is to foster a continued shift towards eco-friendly choices, reducing our dependence on the seas for a sustainable future. We’re on a mission to bring genuine change to the category, filling in the gaps so that flexitarians and vegetarians aren’t missing out on their favorite dishes and cuisines.”
