Plant-Based Fish Gains Popularity Across UK Supermarkets

With sustainability in mind, British consumers are embracing new plant-based seafood products made from algae and legumes.

2025-07-12 05:47   |   By Ella Turner

A wave of plant-based seafood products is gaining traction in UK supermarkets, as more consumers look for sustainable alternatives to traditional fish. From vegan tuna to fishless fillets, shelves are seeing an influx of options designed to mimic the taste and texture of the real thing.

Leading the trend are companies like SeaKind and Oceanleaf, which use ingredients such as algae, soy protein, and konjac root to replicate the flavour profile of white fish. These products appeal not just to vegans, but also to environmentally conscious shoppers seeking variety in their diets.

Tesco, Sainsbury’s, and Waitrose have all reported growing sales in the meat-free seafood category. Some stores have introduced dedicated 'plant-sea' sections within their chilled aisles, reflecting the growing consumer interest and innovation in this sector.

Nutritionists note that while plant-based fish products are not nutritionally identical to their animal counterparts, many are fortified with omega-3s and B12 to help fill potential dietary gaps. The inclusion of seaweed and microalgae also adds authentic marine flavour and nutritional value.

Sustainability concerns are a major driver behind the shift. Overfishing, habitat destruction, and plastic pollution have put pressure on global seafood stocks. Campaigns such as 'Fish-Free February' have raised awareness of the ecological costs of the fishing industry.

For consumers with allergies or dietary restrictions, plant-based seafood offers a safer alternative. 'We’ve had customers with shellfish allergies thanking us for finally making something they can enjoy without worry,' said Amara Evans, product lead at SeaKind.

Restaurants are catching on too. Several vegan eateries in London and Brighton now serve battered banana blossom 'fish' with chips, while high-end chefs are experimenting with jackfruit ceviche and faux-crab sushi rolls.

Despite the enthusiasm, challenges remain. Texture and aftertaste are still stumbling blocks for some products, and pricing is often higher than conventional frozen fish. However, advocates argue that as production scales and technology improves, these gaps will narrow.

With the UK already leading Europe in plant-based food sales per capita, industry watchers say the rise of fish-free options is not a fad, but a sign of lasting dietary evolution. As Evans puts it, 'It’s not just about removing fish—it’s about rethinking the whole plate.'