SMASH it! offers protein-packed Salmon Superfood Balls made with wild-caught sockeye salmon, whole vegetables, and powerhouse ingredients like quinoa, chia and kale © The Plant Based Seafood Co
The new seafood brand SMASH it! will debut across all Central Market locations in Texas on October 15, introducing a fresh approach to the category with its focus on health, convenience and functional ingredients.
SMASH it! launches with Salmon Superfood Balls, a product designed for the modern consumer seeking nutritious, ready-to-eat meals. Each ball is made with wild-caught Alaskan Sockeye salmon, ancient grains, and a blend of superfoods rich in protein, fibre, omegas, vitamins, minerals, and antioxidants. The product is positioned as a complete meal to support digestive health, blood sugar balance, and weight management.
The concept was developed by one of the company's co-founders – a GLP-1 user – who sought to create convenient, nutrient-dense food that supports energy, wellness, beauty, and performance. The SMASH name is a dual reference: it refers to the action of pressing the balls into a patty to reveal a kaleidoscope of colourful ingredients, and the universal challenge of “smashing” health goals.
Focus on functional ingredients
The Salmon Superfood Balls are available in two flavours, both starting with a base of wild-caught Alaskan Sockeye salmon, kale, quinoa, yellow yam, flax, chia seed, and orange peel.
- CRANSLAM features fermented feta, cranberries and rosemary.
- COCOCURRY brings together coconut, curry and hot honey.
Both are coated in a vibrant blend of dried beets, cauliflower, purple and orange carrots, potato, and turmeric, making them as beautiful as they are beneficial.
Packed with omega 3, 6, and 9 fatty acids, fiber, protein, minerals, and antioxidants, SMASH it! offers “convenience without compromise.” Perfect as a meal replacement, post-workout recovery, or easy weeknight dinner, these superfood balls can be cooked in minutes via air fryer or stovetop, or enjoyed cold in a salad or wrap.
Redefining the seafood isle
“Our new brand is on point, on trend, and on time for today’s functional-food consumer. With SMASH it!, we’re not just reinventing what seafood looks like, we’re inviting a whole new generation into the category through food that’s vibrant, FUNctional, and aligned with how people want to eat and feel today,” said co-founder and CEO Monica Talbert in a press release.
Talbert, a busy mom of two, added: “I am the consumer. I want meals that are healthy, packed with protein and fiber, but quick to make. I don’t have time to prepare all those superfoods individually, SMASH it! gives me everything I need, fast.”
The branding of SMASH it! intentionally breaks away from the traditional aesthetics of the seafood category – what Talbert describes as the “blue and red, boats and anchors” look – opting instead for a bold, bright, and playful design.
Central Market has partnered with SMASH it! for the launch, supporting the brand’s debut in all 10 store locations with promotional awareness. “Central Market is the perfect launch partner for this innovative brand as they are known for discovering and backing trends ahead of the curve,” Talbert noted.
Central Market’s launch strategy includes offering SMASH it! behind the foodservice case for ‘grab and go’ sales, in addition to placing retail packaging in the refrigerated bunkers.
