The Compleat Food Group's meat and seafood alternative brand, Squeaky Bean, has added a new product to its range: Salmon Style Flakes in a Sweet Chilli Marinade.

The product aims to provide UK consumers with a tasty and versatile plant-based fish alternative that can be enjoyed across a wide range of eating occasions, and is ready to eat straight from the pack.

Squeaky Bean’s latest launch responds to 41% of the UK population reporting that they are actively following meatless diets or reducing meat intake. It builds on the success of the brand’s Tuna Style Flakes, offering a convenient and nutritious choice for flexitarians, vegans and vegetarians.

The flakes aim to emulate the full experience of eating traditional salmon, from appearance to texture and taste. They are paired with a sweet chilli marinade, one of the most popular flavours in the parent category, and offer a rich source of protein and omega-3.

Yyvonne Adam, chief marketing officer at The Compleat Food Group, said: “We’re proud to be the number one brand in fish alternatives, and our new Salmon Style Flakes in a vibrant Sweet Chilli Marinade are a testament to our commitment to innovation and great taste”.

She added: “With the UK fish market valued at £2 billion, and fish alternatives growing by 34% year-on-year, Squeaky Bean is leading the charge in meeting consumer demand for tasty, sustainable options that cost significantly less than traditional salmon and we’re thrilled to be first to market with a product that’s bold, convenient and genuinely delicious”.

The new salmon-style flakes are launching exclusively at Sainsbury’s from October 2025, with an RRP of £3.25 per 120g.