Vegan Shrimp and Smoked Salmon Arriving at Sainsbury’s

A line of savory vegan smoked salmon and shrimp products will launch in UK Sainsbury’s stores in January.

Sophie’s Kitchen, a U.S.-based company that makes gourmet, vegan seafood, announced the launch on social media.

Sophie’s Kitchen launched eight years ago. The business’s mission was – and still is – to “make plant-based seafood accessible and delicious to everyone,” the company’s website states.

“We believe the better plant-based foods taste; the more people will choose to prepare healthy meals for themselves, their family and their community.”

In 2016, Eugene Wang, Sophie’s Kitchen CEO and founder, said at first, he saw a lot of raised eyebrows when he introduced his company. “Vegan? Seafood? These two words don’t seem to go hand in hand together,” he told Food Navigator.

“People understand that by 2050 there will be 9 billion people on this planet and animal protein is not going to be sustainable. So, consumers are rushing to alternative proteins.”

Vegan Meat in the UK

Sophie’s Kitchen’s vegan seafood isn’t the only new plant-based meat product that Sainsbury’s will carry.

In November, Canada-based vegan meat brand Gardein announced that it will also hit Sainsbury’s shelves in January.

Gardein specialises in vegan protein. The vegan brand sells chicken strips and crispy tenders, fishless filets, meatless meatballs, and Szechuan beefless strips. In US supermarkets, the company also offers stuffed holiday roasts, veggie burgers, crabless cakes, breakfast patties, and ready-meal bowls.

Sainsbury’s now also stocks Vivera products. Vivera is a Netherlands-based company. The business is best-known for selling vegan steak. The vegan streak sold nearly 40,000 units in its first week at Tesco.

Sainsbury’s also is selling eight new meatless options from South Africa’s Fry Family Foods. The market also recently added vegan mince and burgers from The Meatless Farm, a homegrown startup.

In October, Beyond Burger, the well-known “bleeding” vegan burger made by Beyond Meat, made its debut in Tesco supermarkets.

“We’re seeing much higher than expected demand for the Beyond Burger in the US, and even in the few places where we’ve placed it in the UK demand is higher than expected,” said Beyond Meat executive chair Seth Goldman at the time.

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