A plant-based shrimp bowl from Growthwell Foods. Happiee.SG / Facebook

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Growthwell Foods, a plant-based food company based in Singapore, is launching its brand HAPPIEE! in select grocery retailers in the UK. The vegan brand offers more than just the usual plant-based nuggets and burgers — HAPPIEE! includes offerings like alternatives to shrimp and calamari.

HAPPIEE! is now available at Ocado, an online grocer based in the UK, and it plans to launch in Tesco in the near future. 

At Ocado, available frozen foods from HAPPIEE! currently include plant-based shrimp (plain or breaded), squid rings, breaded calamari or lamb shawarma products. At the time of writing, each product retails for £2.25 to £2.62 ($2.84 to $3.30).

The brand is also known for its vegan “Chickiee Nuggets,” “Chickiee Popcorn,” “Fishiee Sticks” and “Fishiee Patties,” although these products are not currently available at Ocado.

“We’re excited to offer a product which meets not only the demand of the growing sector but also offers everyone an opportunity to enjoy a plant-based seafood or meat alternative that doesn’t compromise taste or texture,” the company said, as reported by Plant Based News.

According to HAPPIEE!, the products are a good source of fiber and at least 10% of the daily recommended value for protein. The company makes the fish alternatives with konjac flour, a powder made from konjac, a type of starchy root vegetable. The brand’s other products are made with soy, potato or wheat protein.

These formulations are designed to be nutritious and more sustainable. According to HAPPIEE!, eating its products reduces greenhouse gas emissions 36%, and producing its products requires 84% less land and 72% less water compared to consuming animal-based proteins.

There is a growing interest in sustainable, plant-based seafood alternatives, although estimates for market growth vary. One report from Future Market Insights predicts a compound annual growth rate (CAGR) of 5.8% from 2023 to 2033 for the global plant-based fish market. A report by Data Bridge Market Research predicts a CAGR of 28.5% for the plant-based seafood market through 2029, Vegconomist reported. In another report published by Allied Market Research, the plant-based seafood market is estimated to generate $1.3 billion by 2031, with a CAGR of 42.3% from 2022 to 2031.

HAPPIEE! joins several other brands in providing vegan seafood products to meet the highly anticipated market growth and increasing consumer interest. Other global brands in the space include Impossible Foods, Good Catch Foods, Morning Star Farms, Tofuna Fysh, Gardein and Quorn.

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