Squeaky Bean has unveiled its latest product innovation — Salmon Style Flakes in a Sweet Chilli Marinade — set to hit Sainsbury’s shelves in October 2025. This launch responds to the growing trend of meat reduction, with 41% of the UK population either following meatless diets or actively cutting down on meat intake, according to IGD 2025 data.
Building on the success of its Tuna Style Flakes, which have garnered a £1.3 million market value over the past year, Squeaky Bean aims to replicate this success with its new offering. The Salmon Style Flakes are crafted to mimic traditional salmon in appearance, texture, and flavour, enhanced by a Sweet Chilli Marinade — a popular choice among consumers.
Available in a 120g pack with a recommended retail price of £3.25, these flakes are rich in protein and Omega 3, offering a nutritious and convenient option for flexitarians, vegans, and vegetarians. Their versatility allows them to be easily incorporated into various meals, from salads and wraps to grain bowls or enjoyed directly from the pack.
To support this launch, Squeaky Bean plans a targeted influencer campaign to highlight the product’s versatility and encourage consumers to compare it with conventional fish products.
Yvonne Adam, Chief Marketing Officer at The Compleat Food Group, stated, “We’re proud to be the number one brand in fish alternatives. Our new Salmon Style Flakes in a vibrant Sweet Chilli Marinade are a testament to our commitment to innovation and great taste. Whether you’re adding it to salads, wraps, or pasta dishes, it delivers bold flavour and convenience without compromise.”
The UK fish market is valued at £2 billion, with fish alternatives growing by 34% year-on-year. Squeaky Bean is at the forefront of meeting consumer demand for sustainable, cost-effective alternatives to traditional salmon.
