HAPPIEE! is a Singapore-based company specializing in plant-based seafood alternatives, including shrimp and squid. Since entering the UK market in 2023, it has secured listings in major retailers and is working to expand consumer awareness of plant-based seafood.
Rosie Bambaji, Marketing Lead at HAPPIEE!, has over a decade of experience in food retail, including roles at Tesco and Sainsbury’s. Her expertise in category management and brand growth has been instrumental in securing national retail listings and increasing consumer awareness of plant-based seafood.
In this interview, Bambaji discusses HAPPIEE’s market positioning, the challenges of consumer adoption, key trends in plant-based seafood, and the brand’s strategy for continued growth.
To start, can you tell us about HAPPIEE! and what makes the brand unique in the plant-based seafood space?
We’re at the forefront of innovation in this category and launched the UK’s first and only plant-based shrimp product, our Shrimpiee and Breaded Shrimpiee. We’ve seen an incredible response so far, with the products now available across major retailers. We’re also catering to different user occasions and preferences, having also launched the range in a frozen format whilst also adding Calamariee and Squidiee Rings.
We understand that today’s consumers are increasingly conscious of health and sustainability, we’re meeting their needs by using cutting-edge technology to create plant-based seafood products that are high-quality while inspiring sustainable eating habits worldwide.
As the marketing lead at HAPPIEE!, what’s your primary focus when it comes to positioning the brand in the evolving plant-based market?
The biggest challenge for plant-based seafood is education and awareness. While meat alternatives have become mainstream, plant-based seafood is still relatively new or unknown to a lot of people. Whilst this untapped potential is incredibly exciting, it also presents a challenge for us as a brand and a focus on flying the flag for this sector and getting our product in front of as many people as possible.
Our primary focus this year is continued innovation and consumer education, which will be critical to unlocking the full potential of this category and driving meaningful change in how we eat and think about food. With a strong belief in the long-term potential of plant-based foods, our strategy is focused on meeting evolving consumer demands, ensuring that plant-based continues to be an exciting and accessible choice for all.
The plant-based seafood market is expected to reach $1.3 billion by 2031. Why do you believe this category holds such significant potential for growth?
With 35% of fish and shellfish eaters actively reducing their seafood consumption, for health and sustainability reasons, the need for high-quality, delicious seafood alternatives has never been greater. The plant-based seafood category is emerging as the next wave of plant-based eating and driving real growth (+8.4%) for the category against a backdrop of decline seen across plant-based meat (-6.3%).
As consumers become more aware of the worrying rate of overfishing alongside the concerning rising number of micro-plastics being found in food (especially when seafood is one of the worst offenders), I believe there is significant growth potential for the category. Getting the innovation right and delivering authentic taste and texture will be key to unlocking this.
How do you think consumer perceptions of this product segment are shifting, and what role does marketing play in that transformation?
One of the biggest challenges for the plant-based category is overcoming legacy perceptions on taste, texture and nutrition. In the past, many were skeptical about whether these products could truly be an alternative to traditional seafood. We’ve invested heavily into our R&D to ensure we’re delivering products that truly replicate the authentic taste and texture of traditional seafood. We’ve found this is resonating with consumers and have had fantastic feedback calling out the taste and texture of the HAPPIEE! range.
Marketing plays a huge role in changing perceptions and is a vital tool in educating consumers on why plant-based seafood matters and how it can fit into their everyday meals. We aim to spread this message by engaging with consumers on social media, a great tool for addressing people’s concerns and sharing the latest in the plant-based seafood space. We will also raise awareness to a broader audience through media and impactful activations that put us face-to-face with our customers and potential customers.
What do you think are the most important developments or trends in plant-based seafood that will help elevate the category in the eyes of consumers and retailers alike?
We’re seeing that sustainability concerns around overfishing, along with a growing demand for healthier, conscious eating, are key drivers behind consumer choices when it comes to buying plant-based. Currently, 30% of global fish stocks are overfished, and 60% of the remaining supplies are being fished at maximum capacity.
Another key trend in the rise of plant-based seafood is the growing awareness and concerns of microplastics in seafood and its impact on health. A recent study showed that 99% of fish samples contained microplastics – a shocking stat! Research also showed that breaded shrimp was one of the worst offenders. We’re pleased to be able to offer consumers a plant-based, tasty alternative with our Breaded Shrimpiee that is more sustainable and without the extra plastics.
As innovation accelerates and awareness grows, plant-based seafood has the potential to drive the next wave of transformation in plant-based eating, appealing to flexitarians, seafood lovers, and conscious consumers alike.
You’ve launched some bold campaigns with HAPPIEE!, including one that challenges the McDonald’s Happy Meal. How important is creativity in your marketing, and what message are you trying to convey with this campaign?
There are well-established players in the plant-based market with much bigger budgets to spend on marketing campaigns, but we realised with some playful creativity and science-backed insights you can still make a splash and get your message across with an impactful campaign like launching the ‘Happiee Meal’, taking on one of the biggest fast food chains in the world. The key point for us was delivering moments of joy while showing that plant-based eating can be fun, accessible, and sustainable.
HAPPIEE! has recently secured listings with major retailers like Sainsbury’s and Morrisons. What impact do these retail partnerships have on the brand’s growth, and how do you ensure the brand stands out on crowded supermarket shelves?
Partnerships with major retailers are pivotal to HAPPIEE’s growth and becoming more accessible to consumers around the UK. They help us reach customers who are plant-based, veggie, flexi, or meat-eaters who may have not considered or even heard of plant-based seafood before, making it easy for them to choose sustainably. When it comes to standing out, we want to make sure we create a memorable first impression, so our bold, colourful packaging, showing off the product, is key for this.
As plant-based seafood becomes more widely available, how do you see the retail landscape evolving in the coming years, particularly in terms of consumer demand and retailer attitudes toward plant-based products?
Retailers are recognising that plant-based products are no longer just a trend – they are a vital part of the future food landscape. As consumer demand continues to grow, retailers will play a critical role in making these products more available and visible.
Consumers today are more conscious than ever about the environmental impact of their food choices, and plant-based seafood addresses key health and sustainability concerns. As a pioneering brand in the UK market, we have a responsibility to ensure we’re delivering quality, innovative, and delicious products that convert consumer curiosity into repeat purchasing behaviour.
Looking ahead, what’s next for HAPPIEE? Are there any exciting new product launches or markets you’re particularly excited about in the coming months?
Great-tasting innovation is at HAPPIEE’s core, and we pride ourselves on combining cutting-edge food technology with a mission to inspire sustainable eating habits worldwide.
We’re actively investing in innovation and category development, with a strong belief in the long-term potential of plant-based food. Our strategy is focused on meeting evolving consumer demands, ensuring that plant-based continues to be an exciting and accessible choice for all. We will soon be announcing some very exciting NPD (another UK first!) – watch this space!
