HAPPIEE! products are now available in 245 Sainsbury’s stores across the UK.

HAPPIEE! Expands UK Presence with Major Supermarket Listings

UNITED KINGDOM
Wednesday, October 09, 2024, 00:10 (GMT + 9)

HAPPIEE!, the innovative brand shaking up the plant-based sector, is thrilled to announce its latest milestone with new listings in two of the UK’s largest supermarket chains.

In recent weeks, HAPPIEE! has significantly expanded its retail presence, making its delicious and sustainable plant-based seafood alternatives more accessible than ever before.

New Launches:

• 25th September: HAPPIEE! products are now available in 245 Sainsbury’s stores across the UK.
• 9th October: The brand has furthered its reach by launching in 327 Morrisons stores.

These new listings mark a significant step forward for HAPPIEE! as it continues its mission to provide UK consumers with affordable, sustainable, and delicious plant-based options that do not compromise on taste or texture. With these additions, HAPPIEE! will soon be available in Sainsbury’s, Morrisons, Tesco, Asda, and Ocado, solidifying its presence across the UK’s top supermarkets.

HAPPIEE! is leading the charge in the plant-based seafood category with its innovative products, including the much-loved Shrimpiee, Breaded Shrimpiee, Squidiee, and Calamariee. Designed to mimic the taste and texture of real seafood, these products offer a versatile addition to a variety of dishes - from stir-fries and curries to ramen and paellas. Available in both plain and breaded formats, HAPPIEE! products are quick to cook, absorb flavours well, and are perfect for pan and air frying.

In a climate where retailers are consolidating their offerings and reducing duplications as the plant-based category matures, HAPPIEE! is one of the few new brands to make it into these major listings. As many established brands face cuts or closures due to slower category growth, HAPPIEE!™ stands out for its innovation, breathing new life into the category with its unique approach to seafood alternatives.

Rosie Bambaji, Commercial Director for HAPPIEE!, comments:

“As we expand into Sainsbury’s and Morrisons, we are excited to bring our innovative products to even more consumers across the UK. Our mission is to make sustainable, plant-based eating an easy and enjoyable choice for everyone. We believe our range offers something unique in the market, and we can’t wait to see how these new listings will drive further growth and awareness for our brand."

With plant-based eating on the rise and increasing concerns about the sustainability of our oceans, HAPPIEE! offers a timely solution for those looking to reduce their seafood consumption without sacrificing their favourite flavours. The brand's commitment to sustainability is underscored by the growing demand for plant-based seafood alternatives, which has increased by 39% year-on-year. In a recent Mintel survey, 35% of consumers indicated that media coverage about the sustainability of our seas had led them to cut back on their fish and shellfish consumption. With these shifting preferences and increasing concerns, HAPPIEE!™ is set to be the catch of the day!

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