UK – HAPPIEE!, a brand offering plant-based seafood alternatives, is set to increase its presence in the UK market with new listings in two major supermarket chains. 

The company has announced that starting in late September, its products will be available in Sainsbury’s and Morrisons stores nationwide.

On 25th September, HAPPIEE! products launched in 245 Sainsbury’s outlets across the UK. 

This was followed by a wider rollout on 9th October, with 327 Morrisons stores adding the brand’s offerings to their shelves. 

These new listings aim to make HAPPIEE!’s range of sustainable seafood alternatives more accessible to UK consumers.

The brand is already stocked in Tesco, Asda, and Ocado, and with the upcoming Sainsbury’s and Morrisons launches, it will be available in all of the UK’s major supermarkets. 

This move marks a significant milestone for HAPPIEE! as it seeks to solidify its position in the competitive plant-based market.

HAPPIEE! offers a variety of seafood alternatives, including products like Shrimpiee, Breaded Shrimpiee, Squidiee, and Calamariee.

These items are designed to replicate the taste and texture of traditional seafood, catering to those looking for plant-based options that fit into various dishes, from stir-fries and curries to ramen and paella. 

The products come in both plain and breaded versions, and can be prepared quickly, either in a pan or air fryer.

As the plant-based food sector matures, some established brands have faced setbacks due to slowing growth, with retailers reducing their offerings. 

However, HAPPIEE! has managed to secure its place on the shelves of these major chains by offering something new in the seafood alternative category.

HAPPIEE! is entering a plant-based industry that is seeing steady growth across Europe. 

In 2024, the meat substitute market in the European Union generated around US$2.19 billion in revenue, with projections suggesting this could exceed US$3 billion by 2028. 

Germany and the UK are the two largest markets for plant-based meat alternatives, accounting for a significant portion of the continent’s sales. 

A recent survey found that over one-fifth of consumers in some European countries eat plant-based meat substitutes, including beef alternatives, at least three times a week.

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