Plant-based seafood

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, chilli, mayo and a Swedish classic, skagen.

We are soon looking to launch a newer version of Toonish 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.

More about our products

Plant-based seafood trend

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. 

More about our mission 


Where to 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!  

Visit our map 

Plant-based seafood restaurant 

In addition to stores across Sweden, we’re also available in several restaurants including Rubs, Chou Chou, Stockholm Brunch Club, and Kafe Plattan. If you want to see us in your favourite restaurant — ask them! 

Get plant based seafood in your restaurant 


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. 

Plant-based seafood recipes 

Looking for Hooked products? Check out our Google map!