Plant-based seafood food brand HAPPIEE! has secured new listings in UK supermarket chains Sainsbury’s and Morrisons in recent weeks, adding to its existing presence in Tesco, Asda and Ocado.
Its current product offerings, including Shrimpiee, Breaded Shrimpiee, Squidiee and Calamariee, are designed to mimic the taste and texture of real seafood.
According to HAPPIEE!, it is one of the few new brands to achieve these major listings because retailers are adapting to the current economic climate by consolidating their offerings and reducing duplications.
“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,” HAPPIEE! Commercial Director Rosie Bambaji said.
According to the brand, the demand for plant-based seafood alternatives has increased 39% year-on-year, while a recent Mintel survey, said 35% of consumers had indicated that media coverage about the sustainability of the world’s seas had led them to cut back on their fish and shellfish consumption.
