Squeaky Bean has launched a Salmon Style Flakes in Sweet Chilli Marinade SKU.
The flakes (rsp: £3.25/120g) are made from wheat protein and have launched into Sainsbury’s this month.
They follow the successful launch of the brand’s Tuna Style Flakes in August 2023.
The Compleat-owned business said the product had been “carefully crafted to provide the full experience of eating traditional salmon” with a focus on its texture and taste.
The sweet chilli marinated flakes are ready to eat, high in protein, a source of Omega 3 and versatile for use in a range of eating occasions, the brand said.
“We’re proud to be the number one brand in fish alternatives, and our new Salmon Style Flakes in Sweet Chilli Marinade are a testament to our commitment to innovation and great taste,” said Yvonne Adam, chief marketing officer at The Compleat Food Group. “Whether you’re adding it to salads, wraps or pasta dishes, it delivers bold flavour and convenience without compromise.”
The launch will be supported by a targeted influencer campaign to showcase the versatility of the flakes across social platforms and dare consumers to compare it to its fish counterpart.
“With the UK fish market valued at £2bn, and fish alternatives growing 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. We’re thrilled to be first to market with a product that’s bold, convenient, and genuinely delicious,” said Adam.
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