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 marine 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 tuna, we look at three variables: Number of saved fish, the amount of microplastics that are avoided and reduced greenhouse gas (GHG) emissions.

Fishes saved

Number of saved fishes

We estimate that for every sold kilo of Toonish as a replacement of tuna, 0.24 fishes are saved. This calculation is based on the fact that tuna has an average weight of 9kg where the edible parts constitute 46%.

Our 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.


Microplastic particles avoided

Microplastics avoided

0.59 micro plastics are avoided for every kilo of Toonish that is consumed. The calculation is based on this report.


Tons reduced GHG emissions

Reduced greenhouse gas (GHG) emissions

3.36 kilo CO2e are saved for every kilo Toonish sold. Canned tuna has 6.06 kg CO2e per kilo of product. The GHG emissions from Toonish are 2.7 kg CO2e per kilo of product, creating a difference of 3.36 kg CO2e between the products.

This data is based on this report. We're also currently working on an improved calculation for our GHG emissions. Stay tuned!

Our data

We don't make things up. Every data point we bring up is based on examined data sources. Click on the different statements to read for yourself.



Environmental Toxins

Oceans and oxygen

Illegal fishing


Our sources

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

Crushed tomatoGreece
Frozen onionsEU
Frozen garlicSpain
Dried basilEgypt / Spain / Turkey
Hooked ToonishNetherlands
Rapeseed oilEU
Dried oreganoTurkey / Peru
Tomato pureeTurkey
Onion powderEgypt / France / China / Portugal / Spain / USA
PreservativeChina / Netherlands


Fresh garlicSpain
Granulated garlicChina


Fresh garlicSpain
Frozen chivesBelgium, France
Soy proteinUnited States, China
Wheat proteinAustralia, France, China
Sunflower oilArgentina, Austria, Bulgaria, Czech Republic, Germany, Spain, France, Hungary, Moldova, Poland, Romania, Russian Federation, Slovakia, Ukraine, Uruguay, South Africa
AlgaeFrance, United States
Natural starchAustralia, China, Taiwan, Belgium, Germany, United Kingdom, Ireland, Netherlands
Apple extractAustria, Germany, Hungary, Poland
Beetroot powderPoland, Uzbekistan
Natural flavouringGermany, Netherlands
Paprika extractUnited Kingdom, Ireland

Why don't we sell Toonish Original in retail stores?

You're not the only one craving to have Toonish Original in the grocery shelves. We hear you. Our ambition has always been to sell Toonish Original in the stores as well, but Toonish is currently too expensive to reach an acceptable consumer price when sold on its own. That's why we've created our delicious Toonish Mixes in the meantime, while figuring out the price point and packaging solution for the Original.

But hey, did you know that our Toonish Mayo is aaalmost like Toonish Original? It contains 60% Toonish and 40% vegan mayo - that's it. A perfect base for pastas, melts and much more. Hatoona Matata fish lovers!

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.

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