Hooked develops plant-based seafood products, launching a plant-based tuna named Toona that uses natural, sustainably grown ingredients such as soybeans, sunflower oil, and algae. Product development takes place in Gothenburg in collaboration with local research institutes. The company plans to roll out Toona into major restaurant chains across Sweden in spring 2021 with later expansion into Europe. Hooked aims to convert consumers to plant-based seafood to address overfishing and rising seafood consumption and frames its work as an environmental and health-focused solution. The brand graduated from the fourth cohort of the ProVeg Incubator and emphasizes building a positive movement rather than bans or lecturing. Financially, Hooked recently raised SEK 5 million (about $600K) and previously received a €150,000 investment in October to support its Nordic launch. Hooked is developing a plant-based shredded salmon alternative and a broader plant-based seafood portfolio, including the soon-to-launch Hooked Toona and the near-final Hooked Salmoon. The company plans to launch in the Nordics with later expansion into Europe for fast growth. Founders Emil Wasteson and Tom Johansson position nutrition and product quality at the core of their work, and Nordic consumers have given positive feedback. Hooked says its first year will save 1,000 tons of CO2 and spare 50,000 salmons and tunas. The startup participated in the ProVeg Incubator and is now raising its first seed funds to support the Nordic launch. Hooked is based in Stockholm and is targeting rapid scale across European markets.

Total raised

$1M

Funding rounds

2

Latest round

Equity

Latest activity

Dec 2020