Singapore’s HAPPIEE! Launches Vegan Shrimp & Squid With British Retailers Tesco and Ocado

Singaporean plant-based brand HAPPIEE!, a subsidiary of Growthwell Foods, has introduced its vegan frozen seafood range to the UK market through partnerships with retailers Ocado and Tesco. The products, including breaded and plain shrimp, breaded calamari, squid rings, and a vegan lamb shawarma, are all soy-free and contain tapioca, konjac flour, and potato starch. This move comes amidst a growing interest in plant-based seafood alternatives in the UK, with frozen food sales on the rise.

HAPPIEE!'s launch in the UK reflects a broader trend in the global plant-based seafood sector, with companies like Unlimeat and Konscious Foods also making strides in this space. The rising demand for plant-based seafood is driven by concerns over sustainability and environmental issues associated with traditional seafood production. As consumers become more conscious of animal welfare and sustainability, alternative seafood options are gaining traction as a more eco-friendly choice for the future.