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 company, the products are available in both plain and breaded varieties, are quick to prepare and absorb flavours well.
Offering something unique to the market
With plant-based diets on the rise and concerns about environmental damage to the oceans increasing, HAPPIEE! wants to offer a contemporary solution to consumers who want to reduce their seafood intake without giving up their favourite products. The brand’s commitment to sustainability is underlined by the growing demand for plant-based alternatives to seafood, which has increased by 39% year-on-year.
Rosie Bambaji, commercial director of HAPPIEE!, comments: “We are delighted to bring our innovative products to even more consumers in the UK through our expansion into Sainsbury’s and Morrisons. Our mission is to make sustainable, plant-based eating an easy and enjoyable choice for everyone. We believe our range offers something unique to the market and we can’t wait to see how these new listings will further drive the growth and awareness of our brand.”
Further information: happiee.co.uk
