Happiee, a brand known for its plant-based seafood alternatives, has launched what is claimed to be a category-first innovation in the UK: an ‘easy-cook’ lion’s mane mushroom chunks product line.
The brand developed the range after observing increasing demand for whole food vegetarian options, with its research suggesting that 45% of British consumers would prefer a whole mushroom-based option over a processed meat alternative.
Happiee’s lion’s mane pieces are rolling out in 240 Sainsbury’s stores across the UK, available in original and teriyaki flavours. They provide a convenient, ready-to-cook option, already marinated and pre-prepared. Happiee noted that this ensures a consistent flavour and texture in comparison to using fresh lion’s mane, which can be difficult to cook and naturally bitter.
The product contains 4.1g of protein per 100g, 2.8g of fibre and 0.9g of sugar. According to the brand, it delivers a ‘tender, satiating bite,’ designed to be versatile across numerous dishes and offering a whole food alternative to chicken, beef, fish and plant-based meat.
It can also provide an allergen-free alternative to popular soya-based meat alternatives, such as tofu, as well as offering a longer shelf life, Happiee confirmed.
Lion’s mane has become an increasingly popular supplement, known for its cognitive support and other wellbeing benefits in the functional foods space. Happiee now aims to bring it to the plant-based meat alternatives category where it can be enjoyed as a convenient whole food option.
The brand said it wants to ‘champion the link between mindfulness and a plant-based diet, and bring the category back to a place where it is synonymous with healthier options’.
Justin Chou, co-founder and CEO of Happiee, commented: “Our primary focus is on creating nutrient-rich, exciting foods made with mind-and-mood-boosting ingredients to drive consumer cut through at a time where we’re seeing the plant-based meat category declining due to the ultra-processed food link. We want to be the fresh face of the plant-based wholefood category where we see huge growth opportunity.”
