Growthwell Foods launches HAPPIEE!, a new line of plant-based chicken and fish

  • Singaporean alternative meat company Growthwell Foods is launching HAPPIEE!, its latest plant-based range.

Growthwell Foods, one of Southeast Asia’s leading producers of meat alternatives, has unveiled a new line of products. Called HAPPIEE!, it consists of four plant-based products: Chickiee Nuggets, Chickiee Popcorn, Fishiee Sticks and Fishiee Patties. The chicken alternatives are made with soy and the fish alternatives are made with konjac, a plant from Southeast Asia.

The HAPPY! is manufactured in Growthwell’s new Innovation and R&D Manufacturing Center, which is Singapore’s first fully automated large-scale production line for herbal products. It contains one of the first HME (high humidity extrusion) lines in the country, greatly improving the texture of the new product line.

HAPPY ! the products will be available at select FairPrice and Cold Storage outlets, as well as several restaurants in Singapore.

© Growthwell Foods

Expansion of Growthwell Foods

Last September, Growthwell raised $22 million in its Series A round, which it said was one of the biggest in the Southeast Asian food tech space. Around the same time, the company announced plans to become Asia’s leader in plant-based nutrition food technologies, with a particular focus on chicken and seafood.

In July 2021, Growthwell partnered with Indoguna, a conventional meat and seafood supplier. The partnership allowed Growthwell to expand to more hotels, cafes and restaurants.

“As a leading manufacturer, we aim to capitalize on the growing global demand for plant-based meat and seafood alternatives,” said Justin Chou, second-generation leader and group chief executive, Growthwell. “The recent Covid-19 pandemic has exposed the vulnerabilities in our food supply chains. Ultimately, Growthwell strives to be the local and regional champion in supporting the drive to achieve long-term food supply stability.

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