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Swedish plant-based seafood startup lands major investment

The Fish Site
by The Fish Site
25 September 2021, at 12:01am

Hooked Foods, which launched its vegan tuna product, Toonish, into Swedish retail earlier this month, has raised €3.8 million.

Tom Johansson and Emil Wasteson: co-founders of Hooked Foods
Tom Johansson and Emil Wasteson: co-founders of Hooked Foods

The new funds will be used to accelerate product innovation, such as the launch of the plant-based salmon that startup is currently developing, which Hooked claims will be the first vegan shredded salmon on the market.

Founded in 2019, Hooked Foods is on a mission to counteract overfishing and the associated sustainability issues created in the conventional fishing industry.

As co-founder Tom Johansson, said in a press release: “Overfishing is one of the most urgent environmental challenges we face today. The big nets of fishing boats also trap plants and animals, such as turtles and dolphins, leading to a growing number of animals killed and a negative impact on marine life.”

“We’re very pleased that Brightly Ventures, Oyster Bay Venture Capital and artist Danny Saucedo want to join our journey towards a more sustainable marine ecosystem. The funds will chiefly be used to further expand our presence in Sweden, scale up the team and accelerate product development,” he added.