90% of the fish population is extinct, overused or in crisis

Every decision taken at Hooked, relating to anything from our products, sources, packaging or transport, is a thought-through process with our mission in mind. We continuously ask ourselves: "Does this enable us to better lead the transition to a healthier seafood ecosystem?"

In some areas, we've come very far in how our work positively impacts our climate and people, whereas in some areas we still have work to do. Obviously, we're not perfect. With transparency as one of our six core values, we're always aiming to ride the wave of change with openness and honesty. Let's dive into the hottest topics!

Impact measurement

When measuring the impact of Toonish versus regular tuna, we look at three variables: Number of saved fishes, saved CO2 emissions and the amount of micro plastics that consumers avoid when choosing Toonish.

2000 fishes saved

Number of saved fishes: We estimate that for every sold kilo of Toonish as a replacement of regular tuna, 0.24 fishes are saved. This calculation is based on the assumption that every purchase of Toonish is made instead of tuna.

Although, we're aware that sometimes Toonish is chosen instead of tofu, chicken or falafel. Currently we don't have data on how many meals of Toonish that actually replaces tuna, but we're working on it.

3700 Item microplastic saved from entering our bodies

Number of micro plastics avoided: 0.59 micro plastics are avoided for every kilo of Toonish that is consumed. This calculation is based on this study

Saved CO2 emissions:

3.36 tons of CO2 emissions are saved for every kilo Toonish sold. The CO2 emissions from canned tuna is estimated to 6.06 tons per kilo. This is based on this report. The emissions from Hooked Toonish are 2.7 tons per kilo, creating a difference of 3.36 tons of saved CO2 emissions.

Our data

We don't make things up. Every data point we bring up is based on trusted sources. Our statement "Nearly 90% of the world's marine fish stocks are now fully exploited, overexploited or depleted" are findings from Food And Agriculture Organisation of The United States.

You may alsoread this article based on the findings from FAO.

Our sources

Curious about where we get our ingredients from? It's not a mystery, here's the list.

Crushed tomato Greece
Frozen onions EU
Frozen garlic Spain
Dried basil Egypt / Spain / Turkey
Hooked Toonish
Rapeseed oil EU
Dried oregano Turkey / Peru
Tomato puree Turkey
Ketchup Sweden
Sugar Sweden
Salt Danmark
Onion powder Egypt / France / China / Portugal / Spain / USA
Preservative China / Netherlands
Water Sweden
Starch Sweden


Fresh garlic Spain
Granulated garlic China


Fresh garlic Spain
Frozen chives Belgium, France
Sriracha USA
Our soy is certified!
Soy protein China, US
Wheat protein -
Sunflower oil -
Algiers -
Starch -
Vinegar -
Apple extract -
Beetroot powder -
Seasoning -
Dye -

Our packaging

Toonish Original that is sold to restaurants is packed in a plastic packaging made of high-density polyethylene (HDPE) that is 100% recyclable... The packaging is also 100% recyclable. The plastic jars used for our Toonish Tomato is polypropylene (PP) that is not recycled, but 100% recyclable. We are striving to reduce the percentage of virgin plastic and are looking for the most sustainable packaging solutions.

Our transport

From our production facility in the Netherlands, pallets with Toonish are transported with a truck to Sweden. Some pallets go directly to our warehouse in Stockholm, from where Toonish is delivered by truck to restaurants. The remaining pallets that don't go to our warehouse are sent to our co-packer South-West of Stockholm. Toonish is here mixed into Tomato mixes and then goes directly to Coop, City Gross and other stores.

Why we only sell Toonish Tomato in grocery stores

You're not the only one craving plain Toonish in the grocery stores. We hear you. Our ambition has always been to sell plain Toonish in the stores, but Toonish is currently too expensive to reach an acceptable consumer price when sold on its own, so that's why we created Toonish Tomato in the meantime, while figuring out the price point and packaging solution for the plain one. Hatoona Matata fish lovers, we're working on it!

In all honesty, who are the people working at Hooked?

The Hooked crew is a blissful mix of creative doers that love food. Some of us are vegans, some are vegetarians, pescatarians or flexitarians and some of us prefer to not have a label. We embrace all consumers and don't judge anyone based on their diet type. What draws us together is that we're all aligned about our mission to lead the transition to a healthier seafood ecosystem, by delivering delicious plant-based seafood for everyone to enjoy. And by everyone, we mean everyone.