Plant-based meat and seafood brand Happiee is launching its range of seafood alternatives in the UK market.

The brand’s ‘Shrimpee’, ‘Squidee’ and ‘Calamariee’ products provide plant-based alternatives to prawn and squid, described by Happiee as having a “genuine likeness” with the same taste and texture as their real seafood equivalents.

Available in both plain and breaded formats, the range aims to deliver an affordable and sustainable seafood alternative for the UK consumer and can be used in a range of dishes, from stir-fries and curries to ramen, paella and pasta. They are suitable for pan and air frying, and the breaded options deliver a “crispy snacking experience” perfect for dipping.

The range is suitable for vegans and has been approved by the Vegetarian Society. It is available from Ocado in a frozen 180g format with an RSP of £3. Tesco is also set to launch the brand in a chilled format across 345 UK stores next month. More listings are expected to be announced next year.

Rosie Bambaji, commercial director for Happiee, said: “As a former plant-based buyer for Sainsbury’s, I am excited to introduce Happiee to the category, as nobody has innovated beyond flaky fish so far”.

Bambaji added that the brand’s aim is to reduce dependence on the seas for a sustainable future, aiming to bring genuine change to the category and fill in the gaps for flexitarians and vegetarians to enjoy their favourite dishes and cuisines.

“We’ve seen a lot of proliferation in the category with core meat alternatives, so we’ve chosen to focus on truly innovative products,” she said.

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