Hooked Foods
Hooked Foods was a Swedish plant-based food company that developed frozen vegan protein alternatives (chicken, kebab, and seafood) sold through Coop, ICA, 7-Eleven, and restaurants in Scandinavia and Germany before declaring bankruptcy in January 2026.
- Company typePrivate
- Founded2019
- HeadquartersNacka, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Hooked Foods does
Hooked Foods AB was a Stockholm-based plant-based food company founded in 2019 that developed and marketed vegan protein alternatives to chicken, kebab, and seafood. The company built a portfolio of four core frozen SKUs — Vegofilè Original (chicken-inspired filet, 160g), Vegobitar Original (chicken-inspired chunks, 400g, four-ingredient formulation, 22.5g protein/100g), Vegobitar Havets Smaker (tuna-inspired chunks, pea-protein based), and Vegobitar Kebab — using soy concentrate, pea protein, bamboo/citrus fiber, and methylcellulose binders to deliver high-protein (up to 22.5g/100g), low-fat products with short ingredient lists and 4–5 minute cook times from frozen.
The company sold through Swedish retail grocery chains (Coop and ICA, approximately 500 stores at peak), convenience retail (7-Eleven Sweden), and restaurant partners (Hawaiipoke), and expanded into German supermarkets and the wider Nordic region via food distributor partnerships. Go-to-market blended a consumer brand motion (Instagram, TikTok, recipe content marketing, 50% cashback campaigns via the Rabble app at Coop/ICA) with a food-service partnership motion. The company was supported by EIT Food and raised approximately $6 million in total funding — a €5 million venture round (2022, led by Big Idea Ventures with Oysterbay and Brightly) and a €644,000 Crowdcube crowdfunding campaign (July 2023).
Hooked Foods declared bankruptcy in January 2026, citing funding shortages and supply chain failures: its key Portuguese contract manufacturer went bankrupt and a German distributor closed shortly after partnership. The collapse illustrates the operational fragility facing small-scale European plant-based food startups that depend on third-party manufacturing and operate with thin capital reserves.
Hooked Foods firmographics
Firmographics- Name
- Hooked Foods
- Legal name
- Hooked Foods AB
- Website
- https://hookedfoods.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Closed
- Headcount range
- 11–50 employees
- Short description
- Hooked Foods was a Swedish plant-based food company that developed frozen vegan protein alternatives (chicken, kebab, and seafood) sold through Coop, ICA, 7-Eleven, and restaurants in Scandinavia and Germany before declaring bankruptcy in January 2026.
- Ownership category
- akta.pro rank
Hooked Foods industry classification
Industry- Product category
- Plant-Based Protein Foods
- NAICS
- Frozen Specialty Food Manufacturing (311412)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)
- akta.pro primary industry
- Finished Meat-Alternative Prepared Foods (Nuggets, Burgers, Sausages, Ready Meals) (AFANAKAO)
- akta.pro secondary industry
- Frozen Plant-Based & Vegetarian Meals (CRADADAF)
Keywords
Where Hooked Foods is headquartered
LocationHeadquarters
- HQ city
- Nacka
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Hooked Foods business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Plant-based food product sales: Hooked Foods generated revenue through the sale of plant-based protein products (Vegofilé, Vegobitar, Vegobitar Havets Smaker, Vegobitar Kebab) to retail grocery chains (Coop, ICA) and food service/restaurant partners (Hawaiipoke, 7-Eleven) across Sweden and Germany.
- Crowdfunding: Hooked Foods raised over €638,000–€644,000 through a Crowdcube crowdfunding campaign as an additional financing mechanism beyond venture capital.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail grocery store pricing (Coop, ICA) |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
Hooked Foods product offering
Product offeringCore offering
Hooked Foods manufactured and sold a portfolio of 100% plant-based, frozen protein products designed as alternatives to chicken, kebab, and seafood. The portfolio comprised four SKUs: Vegofil é Original (160g plant-based filet), Vegobitar Original (400g chicken-inspired chunks), Vegobitar Havets Smaker (400g seafood-inspired chunks), and Vegobitar Kebab (400g kebab alternative). Products were formulated with soy concentrate and/or pea protein, delivering high protein content (up to 22.5g per 100g), low fat, fiber, and iron, with preparation times of 4–5 minutes from frozen, sold primarily through retail grocery (Coop, ICA) and food service channels in Sweden and Germany.
Product overview
Hooked Foods is a Swedish plant-based food company creating vegan protein products as sustainable alternatives to animal proteins. The product portfolio includes four main offerings: Vegofilé Original (a plant-based chicken-inspired filet at 160g), Vegobitar Original (plant-based chicken-inspired chunks at 400g), Vegobitar Havets Smaker (plant-based seafood-inspired chunks at 400g), and Vegobitar Kebab (plant-based kebab alternative at 400g). All products are 100% plant-based, high in protein, and designed for mainstream consumers seeking sustainable food choices. The products are sold frozen in Swedish retail chains (Coop, ICA), convenience stores (7-Eleven), and restaurants. The company was founded in 2019 and declared bankruptcy in January 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- Vegofil é Original A 160g plant-based filet with authentic chicken-inspired taste and texture, made from wheat, soy, and pea protein with bamboo and citrus fiber, methylcellulose thickener, and natural flavors. Designed for pan-frying, grilling, or oven baking. Per 100g: 167 kcal, 10g fat, 10g protein, 7.1g fiber. Intended for health-conscious consumers and food service operators seeking a vegan chicken alternative.
- Vegobitar Original A 400g pack of plant-based protein chunks inspired by chicken, made with only four ingredients: water, soy concentrate, salt, and natural flavors. Per 100g: 125 kcal, 22.5g protein, 7.2g fiber, with a complete amino acid profile. Targeted at consumers seeking a minimal-ingredient, high-protein chicken alternative and restaurants/food service operators incorporating plant-based protein into menu items.
- Vegobitar Havets Smaker (Sea Flavors) A 400g pack of plant-based seafood-inspired chunks with tuna-like taste, made from pea protein, pea fiber, sunflower oil, and natural flavors. Per 100g: 137 kcal, 17g protein, 4.8g fat, 3.2g fiber, 4.4mg iron. Suitable for wraps, poke bowls, and cold or hot dishes. Targeted at consumers and restaurants seeking a plant-based seafood/tuna alternative.
- Vegobitar Kebab A 400g pack of plant-based kebab alternative with authentic kebab flavor and simple preparation. Made from water, soy concentrate, flavors, rapeseed oil, salt, caramel color, and iron pyrophosphate. Per 100g: 148 kcal, 21g protein, 2.9g fat, 7.2g fiber, 4.4mg iron. Targeted at consumers and food service operators seeking a plant-based kebab alternative for quick meals and menu items.
Quantifiable outcome
- 2.8x revenue growth in 2022
- +1 more outcomes
Companies that use Hooked Foods
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Hooked Foods technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Hooked Foods partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- EIT – European Institute of Innovation & TechnologycoreHooked Foods was supported by EIT – European Institute of Innovation & Technology, a European Union body that fosters innovation and entrepreneurship in sustainable food systems.
Scale indicators8 records
Recent moves6 records
Expansion highlights4 records
Hooked Foods competitors and assessment
Company assessmentDirect peers
- Beyond Meat: Leading global plant-based meat alternative brand with direct product overlap in frozen retail and food service channels; comparable in offering chicken-inspired, kebab-style, and seafood-adjacent SKUs and competing for the same European retail shelf space.
- Impossible Foods: Plant-based protein brand with chicken and meat alternative products; competes in the same alt-protein category and targets similar food-service and retail customers across Europe.
- LikeMeat: German plant-based meat alternative brand with frozen retail products (chicken-style, kebab-style) competing directly in the DACH market that Hooked Foods was attempting to enter.
- Gardein: North American plant-based brand with frozen chicken, kebab, and fish-style products sold through grocery and food service; comparable in product format and category positioning.
Broad incumbents
- Quorn: Established UK-based mycoprotein meat alternative brand with broad frozen retail distribution across Europe; competes in the same frozen plant-based protein category with greater scale and brand recognition.
- Garden Gourmet (Nestlé): Nestlé's plant-based brand offering frozen chicken and meat alternatives across European grocery; competes in the same retailer freezer aisles in Sweden and Germany with significantly greater marketing and trade-spend resources.
- Rügenwalder Mühle: German meat processor with a large plant-based portfolio including vegetarian/vegan meat alternatives and kebab-style products; a leading competitor in the DACH frozen plant-based segment.
- Vegetarian Butcher (Unilever): Unilever-owned plant-based meat alternative brand operating across European retail; competes with Hooked Foods in the same frozen plant-based chicken and meat alternative category with the backing of a global CPG owner.
Emerging players
- Alpha Foods: Smaller-scale plant-based brand offering frozen bowls, burritos, and meat alternatives; comparable as a smaller emerging player in the frozen plant-based prepared food category.
Regional players
- Oatly: Swedish plant-based food brand with strong Nordic retail presence and crossover into broader plant-based categories; comparable as a fellow Swedish plant-based CPG brand that established mainstream Nordic retail listings.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
Hooked Foods social profiles
Digital presenceHooked Foods financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hooked Foods leadership team
Management profileNumber of profiles
Profiles4 records
Hooked Foods funding detail
Funding detailFunding overview
Funding rounds8 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hooked Foods M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hooked Foods
What does Hooked Foods do?
Hooked Foods manufactured and sold a portfolio of 100% plant-based, frozen protein products designed as alternatives to chicken, kebab, and seafood. The portfolio comprised four SKUs: Vegofil é Original (160g plant-based filet), Vegobitar Original (400g chicken-inspired chunks), Vegobitar Havets Smaker (400g seafood-inspired chunks), and Vegobitar Kebab (400g kebab alternative). Products were formulated with soy concentrate and/or pea protein, delivering high protein content (up to 22.5g per 100g), low fat, fiber, and iron, with preparation times of 4–5 minutes from frozen, sold primarily through retail grocery (Coop, ICA) and food service channels in Sweden and Germany.
Is Hooked Foods a public or private company?
Hooked Foods is a private company. It is classified as venture growth investor backed and is currently closed.
When was Hooked Foods founded?
Hooked Foods was founded in 2019. It employs 11 to 50 people.
Where is Hooked Foods based?
Hooked Foods is headquartered in Nacka, Sweden, in the Europe region.
How does Hooked Foods make money?
Two revenue lines are on record. Plant-based food product sales are the primary driver. The others are crowdfunding.
Who are Hooked Foods's main competitors?
Direct peers on record are Beyond Meat, Impossible Foods, LikeMeat and Gardein. Broad incumbents are Quorn, Garden Gourmet (Nestlé), Rügenwalder Mühle and Vegetarian Butcher (Unilever). Alpha Foods is listed as an emerging player. Oatly is listed as a regional player.
Does Hooked Foods have an API?
No public API is recorded for Hooked Foods.
What industry is Hooked Foods in?
Hooked Foods's product category is Plant-Based Protein Foods. Its primary akta.pro industry code is AFANAKAO, Finished Meat-Alternative Prepared Foods (Nuggets, Burgers, Sausages, Ready Meals), with a secondary code of CRADADAF, Frozen Plant-Based & Vegetarian Meals. Its NAICS code is 311412 and its SIC code is 2030.