Swede Hooked nabs €3.8m for plant-based fish – vegconomist

September 23, 2021


Hooked Foods announces a fundraising of 3.8 million euros from investors including Swedish popstar Danny Saucedo. The fledgling brand launched its vegan tuna product, Toonish, in Swedish retail earlier this month, claiming it was the first 100% plant-based tuna to hit the market in Sweden.

Founded in 2019 and a ProVeg Incubator graduate, Hooked Foods is on a mission to combat overfishing and related sustainability issues created in the conventional fishing industry. “Our goal is clear: we want to contribute to a sustainable future and give more people the opportunity to eat well without harming marine life. The future is hanging.

Founders Tom Johansson (CEO) and Emil Wasteson (COO) and Bob Fish (Head of Purpose), ©Hooked

The new funds will be used to accelerate product innovation and international expansion. A plant-based salmon is being developed for the brand’s follow-on launch, which Hooked says will be the first vegan shredded salmon on the market.

Co-founder Tom Johansson says, “Overfishing is one of the most pressing environmental challenges we face today. The large nets of fishing boats also trap plants and animals, such as turtles and dolphins, leading to an increasing number of animal kills and a negative impact on marine life.

“We are delighted to support one of the pioneers of the European plant-based seafood scene. We have been impressed with what Tom, Emil and Peter have managed to accomplish in such a short time and we look forward to supporting them on their journey to ease the pressure on our oceans resources and provide consumers with healthier and healthier products. tasty. ”

Toonish tomato, hooked
© Addicted

“We are very pleased that Brightly Ventures, Oyster Bay Venture Capital and artist Danny Saucedo want to join our journey towards a more sustainable marine ecosystem. The funds will primarily be used to expand our presence in Sweden, strengthen the team and accelerate product development.

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