Photo: © Hooked Foods/FIS

Hooked Foods Launches New Vegan Seafood, Enters Chicken Category, Gains Listings at Sweden’s Biggest Retailers

• Swedish startup Hooked Foods announces it has expanded its product portfolio with further vegan seafood options as well as new plant-based chicken products, marking its entrance into a new category.

• The products will be available in Sweden’s two largest major retail chains — ICA Gruppen and Coop Sverige — starting October 2024.

The new products were created to meet the demand for specific plant-based products, following input from partner retailers and consumers, say the founders.

© Hooked Foods

In addition to the NPDs, Hooked Foods has revamped its packaging design in response to consumer demand for transparency. The new packaging is said to include easy-to-understand product images, clear labeling, and a focus on honesty and safety, emphasizing honesty and safety. It has been designed to reflect the company’s commitment to local sourcing and sustainability to help consumers make informed choices easily, explains Hooked Foods.

© Hooked Foods

The new lineup entails:

• Veggie Bites Original: chicken-inspired, protein-packed bites.
• Veggie Filet Original: plant-based chicken filet alternative.
• Veggie Bites Sea Flavor: tuna-inspired plant-based bites.
• Veggie Bites Smoked: smoked salmon-inspired plant-based bites.

CEO Tom Johansson shares, “This launch is a testament to the importance of staying hungry, open-minded, and adaptable as a startup. The market is constantly evolving, and it’s our job to keep up with those changes. By listening to our retail partners and our consumers, we’ve been able to create products that meet their needs and exceed their expectations.”

Resonating with the market

Founded in 2019 by Johansson and Emil Wasteson, Hooked Foods previously introduced plant-based salmon, fish sticks, and various tuna and tuna spreads. Its products are said to replicate the taste, texture, and nutritional profile of traditional seafood, helping customers switch to plant-based foods.

Initially, Hooked’s plant-based fish products were exclusively available at restaurants, then when the SKUs arrived on shelves at major retailers in 2022, the startup reported 25% month-over-month growth and 300% estimated growth for that year.

Agility is our greatest strength

Last summer, the Swedish startup raised SEK6 million (€500,000) in a crowdfunding round on Crowdcube to scale up production and expand to Germany through a partnership with the sales agency Ooha.

In addition to the crowdfunding, Hooked Foods says that it has raised over €5 million from a limited group of impact investors, including Brightly Ventures, Oyster Bay VC, Veg Capital, Katapult Ocean, ProVeg, Kale United, and local musician Danny Saucedo.

Johansson added, “We’re excited to see how our new offerings will resonate with the market, and we’re confident that our agility will continue to be our greatest strength.”

Related news:

• Plant-based seafood brand Hooked raises over USD 1 M in funding

• Hooked Foods Secures Investment From Top-Tier Investors & Opens Crowdfunding Campaign

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