HAPPIEE!

Rosie Bambaji HAPPIEE!

Rosie Bambaji © HAPPIEE!
Interviews

HAPPIEE!: “Plant-Based Seafood Has the Potential To Drive the Next Wave of Transformation”

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 …

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Retail & E-Commerce

HAPPIEE! Expands UK Retail Presence with Sainsbury’s & Morrisons Listings

Young brand HAPPIEE!, formed in 2022 as a subsidiary of Growthwell Foods, a leading Southeast Asian producer of meat alternatives, announces its latest milestone with new listings in two of the UK’s largest supermarket chains. Since 25 September, HAPPIEE! products have been available in 245 Sainsbury’s stores across the UK. From today, 9 October, the brand will further extend its reach by launching in 327 Morrisons locations. The frozen range first landed in the UK last summer and rolled out into ASDA last December ahead of Veganuary 2024. HAPPIEE! offers alt seafood products such as Shrimpiee, Breaded Shrimpiee, Squidiee, and Calamariee. These products are designed to mimic the flavour and texture of real seafood, suitable for dishes such as stir-fries and paella. According to the …

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Retail & E-Commerce

Singapore’s HAPPIEE! Plant-Based Seafood Arrives in Asda for Veganuary

Singapore-based HAPPIEE! announces that its products will be available in ASDA stores nationwide across the UK from January 3rd, in time for Veganuary. HAPPIEE is a brand launched in January 2022 by Growthwell Foods, a leading Southeast Asian producer of plant-based products. In 2021, Growthwell raised $22 million in a Series A to further expand into alternative seafood and chicken, then later in the same year announced the opening of an Innovation and R&D Manufacturing Centre, claiming it was the country’s first fully automated large-scale production facility for plant-based products. The HAPPIEE brand is currently available in frozen formats on Ocado.com and chilled in Tesco stores, having debuted its breaded and plain shrimp, breaded calamari rings, squid rings, and lamb shawarma, in the UK during August …

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Singaporean plant-based brand HAPPIEE! has launched its frozen seafood and meat analogs in the UK

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Retail & E-Commerce

Singapore’s HAPPIEE! Introduces “Mouth-Watering” Seafood Range in the UK

Singaporean plant-based brand HAPPIEE! has launched its frozen seafood and meat analogs in the UK, marking its expansion into international markets. The company secured a listing with Ocado online supermarket and has announced plans to launch at Tesco nationwide in the coming months.  The brand’s frozen range includes breaded and plain shrimp, breaded calamari rings, squid rings, and one meat analog: lamb shawarma, described as tender and delicious. The seafood range, according to the company, offers “the mouth-watering flavours of the sea.” All the products are GMO, cholesterol and additives-free, high in fibre, and low in calories. HAPPIEE! uses konjac flour for its fish products and soy, potato, or wheat protein for both alternatives.  The frozen category continues to grow in the UK. Tesco’s data reveals that a third …

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