Squeaky Bean launches first-to-market Salmon Style Flakes in a sweet chilli marinade
Squeaky Bean is making waves once again with the launch of its first-to-market Salmon Style Flakes in a Sweet Chilli Marinade.
In response to 41% of the population reporting that they are actively following meatless diets or actively reducing meat intake (IGD 2025), Squeaky Bean has now launched its Salmon Style Flakes designed to add a delicious, versatile addition to its plant-based fish range with a tasty, sweet chilli marinade.
The launch builds on the success of its Tuna Style Flakes, consistently rated five stars by shoppers and worth £1.3M in the past 52 weeks ( Circana 52 w/e 9th August 2025). The Salmon Style Flakes have been carefully crafted to provide the full experience of eating traditional salmon, from appearance and texture to taste, and are paired with a sweet chilli marinade, one of the most popular flavours in the parent category.
Squeaky Bean Salmon Style Flakes in a Sweet Chilli Marinade (120g, RRP £3.25) will be available exclusively in Sainsbury’s from October 2025.
Ready to eat, high in protein, and a rich source of Omega 3, the flakes are a convenient and nutritious choice for flexitarians, vegans, and vegetarians alike. The versatile flakes can be enjoyed across a range of eating occasions, and are perfect for tossing into salads, wraps, grain bowls or even eaten straight from the pack.
Marketing support for the launch will include a targeted influencer campaign, designed to showcase the versatility of Squeaky Bean’s Salmon Style Flakes across social platforms, while encouraging consumers to dare to compare to its fish counterpart.
Yvonne Adam, chief marketing officer at The Compleat Food Group, home to Squeaky Bean, said: “We’re proud to be the number one brand in fish alternatives, and 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.
“With the UK fish market valued at £2bn (Kantar, 52 w/e 10th August 2025), and fish alternatives growing +34% year-on-year (Circana 52 w/e 9th August 2025), Squeaky Bean is leading the charge in meeting consumer demand for tasty, sustainable options that cost significantly less than traditional salmon and we’re thrilled to be first to market with a product that’s bold, convenient, and genuinely delicious.”
