About Happiee
Happiee is a Dutch plant-based seafood brand bringing innovative vegan alternatives to prawns, shrimp, and calamari to the UK market. As consumers seek sustainable alternatives to overfished ocean species, Happiee offers realistic seafood experiences without the environmental impact of industrial fishing. The brand's signature products include plant-based shrimp (marketed as "Shrimpiee") and vegan calamari rings. Both are designed to replicate the taste and texture of their seafood counterparts, making them suitable for classic dishes from prawn cocktails to calamari fry-ups. Happiee products come in plain and breaded varieties. The plain vegan shrimp works well in stir-fries, pasta dishes, and curries where prawns would traditionally feature. The breaded versions offer convenient options for air fryers and ovens, delivering crispy seafood-style snacks without the fish. The ingredients are primarily konjac (a plant root also known as konnyaku in Japanese cuisine) combined with seaweed extracts to provide authentic ocean flavour. This combination creates the characteristic bounce and bite associated with real shellfish. Konjac is naturally low in calories and high in fibre, offering nutritional benefits beyond sustainability. Plant-based seafood addresses several concerns: environmental sustainability (avoiding overfishing and bycatch), ethical considerations (no sentient creatures harmed), and allergen avoidance (suitable for those with shellfish allergies, though always check labels for other allergens). Available at Ocado in the UK, Happiee appeals to vegans, pescatarians reducing fish consumption, and anyone seeking sustainable protein alternatives. The brand represents the growing innovation in plant-based foods, moving beyond meat substitutes into the relatively new territory of vegan seafood.