Happiee, a company with a reputation for plant-based seafood substitutes, has introduced what is described as a category-first innovation in the UK: an 'easy-cook' lion's mane mushroom chunks range.
The company created the range following rising demand for whole-food vegetarian alternatives, with its research indicating that 45% of British consumers would opt for a whole mushroom-based alternative over a processed meat substitute.
According to coherent market insights, the functional food industry is likely to grow at a CAGR of 6.9% during the forecast period of 2025-2032. The market is expected to be USD 233.37 Bn in 2025 and will grow to USD 372.3 Bn by 2032. Industry size is being fueled by an increasing geriatric population worldwide.
Happiee's lion's mane pieces are launching in 240 Sainsbury's stores nationwide in the UK, in original and teriyaki flavours. They offer a quick, ready-to-cook solution, already marinated and pre-prepared. Happiee explained that this means they will have an even flavor and texture compared to using fresh lion's mane, which is tricky to cook and has a natural bitterness.
The product has 4.1g of protein per 100g, 2.8g of fibre, and 0.9g of sugar. The brand describes it as giving a 'tender, satiating bite,' which is suited to being flexible in many meals and providing a whole food equivalent to chicken, beef, fish, and meat and plant-based equivalents.
It is also able to offer an allergen-free option to such mainstream soya-based meat alternatives like tofu, while also having a longer shelf life, Happiee assured.
Lion's mane has been a popular supplement which is valued for its cognitive support and other wellbeing attributes in the functional foods market. Happiee has now set its sights on introducing it to the plant-based meat alternatives segment where it can be consumed as a quick whole food alternative.
The brand explained it aims to 'champion the connection between being mindful and having a plant-based diet, and return the category to a place where it's synonymous with healthier choices'.
Justin Chou, co-founder and CEO at Happiee, said: "Our top priority is developing nutrient-dense, exciting foods using mind-and-mood-enhancing ingredients to deliver consumer cut through in a period where we're witnessing the plant-based meat category shrinking because of the ultra-processed food connection. We want to be the new face of the plant-based wholefood category where we have massive growth potential."
Source:
Ecommerce PLatform: FOODBEV MEDIA Ltd.
Company: Happiee
