Plant-based seafood company Happy Ocean Foods has announced a move away from substitutes with the launch of its new versatile ‘Clean Protein System’ protein bases, aligning with a broader industry shift toward products that are perceived as more natural and plant-led.

The start-up, based in Germany, was founded in 2020 with a focus on the development of seafood alternative products. Its product portfolio included offerings designed to provide a realistic imitation of traditional seafood favourites like tuna and shrimp.

However, it has announced a pivot away from substitutes with the launch of its new Clean Protein product line. These new functional bases aim to provide a convenient and versatile plant protein option that goes beyond the confines of mimicking a specific seafood or meat product, available in two varieties: Ocean Touch and Umami Touch.

Ocean Touch is available in a flakes format, still providing a hint of ‘ocean’ flavours and enriched with microalgae oil for omega-3 DHA and EPA. It is made from a base of pea protein and rice flour, launching in both natural and lemon and herb-flavoured variants. They are ready to eat, suitable for serving cold or warm.

Umami Touch offers a meatier variety, featuring savoury-flavoured cubes with a ‘meaty bite’ and ‘tender’ texture. They provide 22g of protein per serving as well as offering a source of B12. Best served warm, the cubes are made from pea protein and fava bean protein, available in spicy and mediterranean-inspired flavours.

In a LinkedIn statement shared yesterday (30 July 2025), the company wrote: “With our deep expertise in wet extrusion and functional protein blends, we’re creating ready-to-use, allergen-free protein bases for modern foodservice concepts”.

“These components are made to simplify kitchen processes while maximising flavour, texture and nutritional value – to deliver on every level.”

Turning tides

There has been a notable move toward developing products that are standalone, unique plant-based protein options in their own right, rather than alternatives to specific meat and seafood varieties, within the plant-based industry this year.

A number of alt-meat and alt-seafood companies have expanded or revamped their portfolios in line with this growing trend, driven by evolving consumer preferences for products perceived as more natural and less processed.

Industry giant Beyond Meat has revealed a major shift away from imitation this week with the upcoming launch of its new product, Beyond Ground, aiming to serve as a ‘blank canvas’ for consumers. The neutral and versatile product is made from just four ingredients – fava bean protein, potato protein, water and psyllium husk – showcasing the company’s simplest and most ‘clean label’ recipe formulation yet.

In alt-seafood, Austrian start-up Revo Foods has launched two functional, non-imitation offerings recently  – The Prime Cut, and Minced Fungi Protein – while British alt-meat brand This expanded to include the whole foods-based ‘This is Super Superfood’ in its portfolio earlier in the year.