Nothing FISHY

Nothing F!SHY, established in 2021 and based in Landskrona, Sweden, is a producer of plant-based fish alternatives. The company was founded by Ola Secher and Jared Christensen. Secher has an extensive background in the culinary world, having trained as a chef in Switzerland and held head chef positions at various well-known restaurants and hotels; he also possesses over 25 years of experience in the diving industry. Christensen, originally from New Zealand, is also a trained chef and previously founded Ekko Gourmet, an organic vegan food company, in 2007. His experience includes working as the Nordic Innovation Manager for fresh and frozen vegetarian food at Midsona Sverige AB.

The company targets consumers seeking plant-based and gluten-free alternatives to traditional fish products. Its product line includes vegan breaded fillets, burgers, and nuggets designed to replicate the taste, appearance, and texture of white fish. The core of their products is a wheat-based formulation, using wheat flour, starch, and proteins combined with natural flavors and algae to create a unique texture. A key feature is the enrichment of their products with vitamins, minerals, and omega-3 oil extracted from marine algae (Schizochytrium sp.), making them a source of selenium, iodine, and vitamins D, B2, B3, B5, B6, and B12.

The business operates on a direct-to-consumer model for its supplements, offering both individual purchases and a subscription-based refill service that provides a discount. For its food products, it likely operates through B2B channels to get its products into grocery stores. In February 2023, Nothing F!SHY secured an undisclosed amount of seed funding from Yuncture Invest. The company also received support from the Krinova Incubator & Science Park.

Keywords: plant-based seafood, vegan fish, alternative protein, food technology, sustainable food, vegan supplements, omega-3 from algae, direct-to-consumer, food production, clean label, plant-based protein, food and beverage, gluten-free, sustainable packaging, food innovation, European startups, Swedish food tech, Landskrona, Ola Secher, Jared Christensen