Hooked Foods announces an increase of 3.8 million euros from investors including the Swedish pop star Danny Saucedo. The young brand launched its vegan tuna product, Toonish, in Swedish retail earlier this month and claimed that it was the first 100% plant-based tuna to end up on the shelves in Sweden.

Hooked Foods, which was founded in 2019 and is a graduate of the ProVeg incubator, has the task of counteracting overfishing and associated sustainability issues that are 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 good food without harming marine life. The future is Hooked. ”

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

Co-founder Tom Johansson says: “Overfishing is one of the most urgent environmental challenges we face today. The fishing nets’ large nets also catch plants and animals, such as turtles and dolphins, leading to a growing number of animals killed and a negative impact on marine life. ”

“We are pleased to be able to support one of the pioneers in the European plant-based shellfish scene. We were impressed by what Tom, Emil and Peter have managed to achieve in such a short time and look forward to supporting them on their journey to alleviate the strain on our marine resources and provide consumers with healthier and tastier products. ”

“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 further expand our presence in Sweden, scale up the team and accelerate product development.

Related