Plant-based brand Happiee has launched in Asda, in anticipation of next year’s upcoming Veganuary.
The vegan brand sells seafood alternatives and is currently available in Ocado’s frozen aisle and chilled in Tesco stores.
Asda plant-based buyer Kerenha Hart said: “It’s refreshing to see a brand bringing genuine newness to the category and championing fishless products
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
“I’m confident Asda shoppers will love these seafood alternatives. I was blown away by their likeness to real seafood.”
Available from 3 January in the chiller section, Happiee’s Shrimpiee and Breaded Shrimpiee start at RRP £3.50.
The launch comes despite a slowdown in vegan products over the past year. Sales of meat alternatives were down 13.6% with brands such as Beyond Meat
The Grocer reported that Tesco, Asda, Sainsbury’s and Morrisons have slashed their vegan ranges by 10%.
