Swedish company Hooked Foods has announced an increase of EUR 3.8 million from investors including the Swedish pop star Danny Saucedo.
Earlier this month, the young but promising brand launched its vegan tuna product, Toonish, in Swedish retail and claimed that it was the first 100% plant-based tuna to end up on the shelves in Sweden.
Hooked Foods was founded in 2019 and is one of the students at the ProVeg incubator. The company says it is tasked with counteracting overfishing and the associated 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 good food without harming marine life. The future is Hooked. ”
The newly acquired funds will be used to accelerate product innovation and international expansion. A plant-based salmon is currently under development for the brand’s follow-up launch, which Hooked claims will be the first vegan shredded salmon on the market.
Tom Johansson, co-founder of Hooked Foods, says: “Overfishing is one of the most acute 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 achieved 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. ”