Hooked Vegobitar

Hooked Foods is a Swedish food technology company founded in 2019 in Stockholm. The brand specializes in creating plant-based seafood alternatives, marketed under their signature 'Toonish' and 'Vegobitar' labels. These products are primarily made from pea protein, wheat, and algae to mimic the texture and nutritional profile of traditional fish products like tuna and salmon.

While the brand is deeply rooted in Swedish innovation and is headquartered in Stockholm, its production is outsourced to facilities in Germany to meet distribution demands across Northern Europe. The company remains an independent Swedish startup (Hooked Foods AB) backed by various venture capital firms, focusing on sustainable food systems by providing sustainable, fish-free alternatives for dishes like salads, sandwiches, and pasta.