What is plant based seafood?

Many people are realising that the oceans are currently in crisis, not just in terms of overfishing and many of our fishing practices resulting in bycatch and the finishing industry increases their catch every year.

In order to address decreasing fish stocks and responding to the global demand for more seafood, especially as more and more people make the switch from other meat products to fish.

That’s where we come in! Plant-based seafood are vegan alternatives to traditional seafood. Our current main product, Toonish, is made with sustainable soy beans, sunflower oil and algae. We have additional flavours or mixes of the product that include flavours like tomato, mayo and a Swedish classic, skagen.

We recently launched Salmoonish, our plant based salmoon replacement and are looking to launch a newer version of Toonish that is soy and gluten free. Make sure you sign up to our newsletter so you can hear about new product launches.

Is plant based seafood just a trend?

Plant based seafood is a new category of meat alternatives that is gaining popularity in Europe. This type of food is made from plant based ingredients and is designed to look, taste and feel like real seafood. The demand for plant-based seafood is increasing as people are becoming more health-conscious and environmentally aware.

The trend of consuming plant-based seafood is on the rise in Europe, particularly among the younger generation. According to a survey conducted by the European Union in 2020, the majority of young Europeans (between the ages of 16 and 35) are interested in reducing their meat consumption and are willing to try plant-based alternatives.

One of the main reasons for this trend is the environmental impact of the fishing industry. Overfishing and pollution have led to a decline in the world’s fish populations and a threat to marine ecosystems. As a result, consumers are looking for sustainable and ethical alternatives to traditional seafood.

Another factor driving the trend is health concerns. Plant based seafood is often lower in calories, fat, and cholesterol than traditional seafood. It is also free from harmful contaminants like mercury and PCBs that can be found in some types of fish.

Plant based seafood is available in a variety of forms, including vegan fish fillets, crab cakes, and shrimp. Many companies are using innovative techniques to create the texture and flavor of real seafood. For example, some companies use algae to create a fishy flavor, while others use soy protein or wheat gluten to mimic the texture of real fish.

The popularity of plant based seafood is expected to continue to grow in Europe, driven by consumers’ desire for sustainable and healthy food choices. Companies are investing heavily in research and development to create new and innovative plant-based seafood products. As the market expands, the prices of these products are expected to decrease, making them more accessible to a wider audience.

We feel this a movement that is here to stay. Each year, we know that for every 4kg of Toonish we sell, we save 1 tuna and that reduces CO2 emissions by 3,36kg for every kilo of Toonish that is sold over tuna. We believe more people want to help contribute to a better and more sustainable ocean and that choosing plant based seafood is one way of doing your part.

Where would I buy plant based seafood?

You can currently buy Toonish in participating ICA, City Gross, Coop, and Hemköp stores as well as online at Mathem. We are also available in sandwiches in some 7-Eleven and Pressbyrån locations. You can visit this map of participating stores. If you do not see us stocked in your local ICA or Hemköp, you can make a request to your store in person, via email or on social media to stock our product — and they will listen!

Where can I find plant based seafood recipes?

If you are wanting to make a move toward eating plate based seafood but aren’t sure where to start, we have several recipes for Toonish available on our site from chefs like Jennie Waldén and Jävligt Gott. We have Swedish classics like smorgåkstorta and regular staples like baked potatoes.

get cookin'

Recipes