At Hooked, we are playful and have tons of fun but to create a healthier marine ecosystem is our deepest purpose so let’s get a bit more serious for one second.

Meet Bob!

He is super popular, but not always in a good way. Did you know that we are eating so much fish that Bob and his friends are severly threatened? Isn’t that crazy? Poor popular Bob. 

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”The consumption of seafood has increased rapidly the past decades and is estimated to  increase another +30% the next 10 years. This is worrying since we are already consuming more seafood than what’s sustainable. The fish stocks are decreasing every year and when the global demand for seafood increases, life in oceans will simply disappear if we don’t do something.


In wild harvest, nearly 90% of the world’s fish stocks are fully exploited and overfishing is  threatening species and health of marine and freshwater ecosystems. Fish farms continue to grow but face big challenges when it comes to hygiene and their carboon footprint.


At the same time we have higher levels of mercury and microplastics in our oceans, which get into the seafood we eat. Plantbased seafood does not have that problem. 


So… what if we could create a new Bob that does not face the problems that wild fish do? Not fish, but fish..ish. You get the delicious fish experience packed with protein but without the mercury the overfishing and the badness. We invite you to the not so fishy movement where we sea things differently. We offer plant-based seafood that is good to our oceans and our health.


Get onboard with us and ride the wave of change!

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