Alt-seafood manufacturer Happiee has launched easy-cook lion’s mane mushroom chunks lines.
The brand’s new Original and Teriyaki Lion’s Mane pieces (rsp: £4/180g) are designed to offer a “convenient, ready-to-cook option, already prepared and marinated”.
Happiee said that unlike fresh lion’s mane, which can be tricky to cook and naturally bitter, the NPD offered a consistent flavour.
The pieces contain 4.1g of protein per 100g, 2.8g of fibre and are low in sugar.
They will be rolling out in 240 Sainsbury’s stores nationwide.
Happiee hopes to meet increasing demand for whole food vegetarian options with a “meaty product” that provides a “tender, satiating bite”.
“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,” said Justin Chou, co-founder and CEO. “We want to be the fresh face of the plant-based whole food category where we see huge growth opportunity.”
The product can be cooked in a pan in minutes, making it perfect for midweek meals, said the brand, adding it delivers good value compared to fresh options and has a longer shelf life.
Happiee will also be attempting to educate shoppers after it was revealed 15% of Brits thought lion’s mane was a policy for zookeepers. The brand will be looking to drive this with a QR code, offering mealtime inspiration on pack and across its social channels.
The new products will be joining the brand’s diverse product portfolio which includes breaded and plain Shrimpiee, Calamariee rings and Squidiee rings.
This follows the launch of lion’s mane mushrooms into Sainsbury’s last month.
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