What is plant-based Seafood?

A close up of a Toonish wrap prepared by Gustav Johannson.
A plate with a Toonish melt, some salad and a small cup of fries.
A baked potato made with Toonish Skagen.

Plant-based seafood is part of a movement. Many people are realising that the oceans are currently in crisis and many of our fishing practices results in a large amount of bycatch. The finishing industry increases their catch every year. More on our Transparency page.

In order to address decreasing fish stocks and respond to the global demand for more seafood, especially as more and more people make the switch from other meat products to fish, people are switching up their diet.

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 will be launching Toonish 2.0 that is soy free as well as a salmon replacement. Make sure you sign up to our newsletter so you can hear about new product launches.

Plant-Based Seafood trends

A side shot of a small slice of bread topped with Toonish and dill with some pots of Toonish Tomat behind.

While things like vegan tuna fish may seem like just a trend, 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 to buy plant-based seafood

A bake tray with sliced potato - Janssons Frestelse made with Toonish Tomat next to two tubs of Toonish Tomat.

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!

What's in it for Restaurants?

If you are wanting to make a move toward eating plant-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 Gustav Johansson. We have Swedish classics like smorgåkstorta and regular staples like baked potatoes.

A slice from a Toonish Tomat quesadilla sitting on a white plate with pots of Toonish Tomat and a full quesadilla behind.