© HAPPIEE!
The Singapore-based producer of plant-based seafood alternatives has significantly expanded its retail presence over recent weeks, with its products, such as imitation calamari and shrimp, now widely available to UK consumers.
With the expansion of HAPPIEE!’s products into Sainsbury’s and Morrisons stores – both popular UK supermarket retailers – the company hopes to corner the market for alternative seafoods, which is growing rapidly at 39 percent year-on-year.
“As we expand into Sainsbury’s and Morrisons, we are excited to bring our innovative products to even more consumers across the UK. Our mission is to make sustainable, plant-based eating an easy and enjoyable choice for everyone. We believe our range offers something unique in the market, and we can’t wait to see how these new listings will drive further growth and awareness for our brand,” said Rosie Bambaji, commercial director at HAPPIEE!, in a press release.
The demand for plant-based seafoods seems set to grow even further, with a recent survey suggesting that as many as 35 percent of customers cited concerns over the sustainability of fish and shellfish consumption. Whilst, undoubtedly, many consumers are uncertain concerning alternative proteins, the plant-based seafood industry is working tirelessly to secure itself as the catch of the day.
