BettaF!sh: turning the tide for seafood alternatives
German startup BettaF!sh is making waves with seaweed-based tuna alternatives that taste great and protect marine ecosystems.
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Betta F!sh
Learn more about Betta F!shThe world’s oceans have long been a source of nourishment and livelihoods for communities across the world. But as the world's population rises, concerns are growing about the environmental impacts of overfishing.
How can we increase food production from the sea in a way that protects marine ecosystems and supports healthy diets? German startup BettaF!sh is taking on this challenge with their innovative plant-based seafood alternatives using regeneratively grown seaweed as the crucial ingredient.
Seafood is an important source of protein for billions of people worldwide, and the fisheries sector employs millions.[1] Global consumption of aquatic animal foods in 2021 was 163 million tonnes, that’s 21kg per person.[2] With the global population set to have an additional 1.5 billion people by 2050, there is a growing need for sustainable seafood sources.[3]
Tuna, one of the most widely consumed seafood products, represented a global market of €39.8 billion in 2023 and is projected to reach €54.1 billion by 2032.[4] Yet, increasing demand, combined with concerns about overfishing and the environmental impact of conventional fishing practices, has led to tighter regulations. This could drive up costs or disrupt supply chains, impacting product availability.
The need for more sustainable and accessible seafood alternatives is undeniable. That's why developing innovative alternatives like BettaF!sh’s “TU-NAH” will be crucial in addressing this challenge.
Seaweed and the future of seafood alternatives
In 2020, BettaF!sh was founded on the idea of using seaweed ingredients to replace fish and other marine animal food. Algae can be a healthy source of protein, also packed with vitamins and minerals and that support heart and gut health.
The start up has since made a splash in the European market with their seafood alternatives, created from seaweed, broad beans, fava beans, and peas. Their flagship product TU-NAH offers a sustainable tuna alternative that rivals its conventional counterpart in both taste and price: while a standard 100g can of conventional tuna is priced at €1.89-2.16, a BettaF!sh TU-NAH can costs around €2.13. Their TU-NAH and SAL-NOM offer a nutritious vegan seafood option that is high in fibre and protein.[5]
In late 2025, they are introducing their next innovation: OH-MAMI, a 100% seaweed-based, clean-label, natural flavour enhancer that can replace yeast extract or added aromas for B2B partners. It will bring seaweed into a wide range of applications.
“My vision for the future of food is to replace up to 30% of ingredients across categories with seaweed, and if you ask future-focused researchers, they agree: there is no future of food without seaweed.”
Changing tides: from environmental benefits to market potential
The company transforms seaweed into fish alternatives that support and conserve marine ecosystems, as well as supporting local coastal economies. The seaweed is regeneratively cultivated meaning it does not require feed, fertilisers or new land use, but it actively maintains marine ecosystems by absorbing nutrients and sequestering CO2 to create oxygen-rich habitats. It is a zero-input crop that grows rapidly, requiring only sunshine and seawater; no farmland, pesticides, fertiliser, or fresh water. [6]
In a short period, BettaF!sh has already saved an estimated 191 tonnes of wild tuna and 194 tonnes of bycatch by using 16 tonnes of seaweed in their products. BettaF!sh is supporting 28 full-time positions in seaweed farms and production facilities. [7] With projected revenues of €3–16 million per year within the next five years, their growth could accelerate the development of a sustainable, alternative protein sector in Europe, opening new opportunities for investment and collaborations.
BettaF!sh is one of few companies in Europe working on plant-based fish alternative products, and the only one that uses seaweed as a major ingredient. Their products are available across Germany, Austria, and Switzerland, Portugal, and will soon be available in Denmark. They are available in retailers including REWE, Budni, BILLA, Coop, Müller, Continente Food Lab, on Japan Airlines and in Pizza Hut.
The potential for future growth is immense, with the alternative protein market projected to reach $423 billion by 2033, a dramatic increase from its current $76.3 billion valuation in 2023. [8]
By 2035 it is projected that alternative proteins, whether from plant-based, micro-organism based or cultured animal cell-based sources, will make up 11% of the global protein market. With a push from regulators and step changes in technology, that number could reach 22%.[9]
EIT Food Support
As one of EIT Food’s RisingFoodStars in 2023, BettaF!sh gained access to world-class expertise and credibility within the European innovation ecosystem, as well as introductions to partners and investors that have helped accelerate their journey. This support helped the company overcome early-stage barriers, refine their products, and scale up operations. They have connected and worked with research partners like the Fraunhofer Institute, FunSea and MarMade.
“Our experience with the EIT Food network has been invaluable. Around 20% of our progress and measurable impact can be directly linked to the RisingFoodStars programme, through financial support such as negotiated trade-show deals, awards, loans, visibility, and investor connections. It gave us the confidence and credibility to grow faster than we could have done alone.”
Lessons learned from BettaF!sh:
1. Start with a clear sustainability mission
BettaF!sh built their brand around solving a real environmental challenge using an innovative, low-impact ingredient: seaweed.
2. Differentiate through innovation
By focusing on seaweed (a zero-input, regenerative crop), they carved out a unique position in a crowded alt-protein market.
3. Leverage strategic partnerships early
Support from EIT Food and research institutions gave them credibility, funding access, and helped accelerate product development and market entry.
Scaling up: a vision for the future
BettaF!sh’s work highlights the transformative potential of alternative proteins to tackle some of the world’s most urgent food and environmental issues. By offering a sustainable plant-based alternative to one of the most widely consumed seafood products, BettaF!sh is pushing the boundaries of what is achievable within the agrifood sector.
Scaling the shift to sustainable proteins will require more technological advancements, shifts in consumer behaviour, and policy reforms to support innovators. But startups like BettaF!sh are leading the way. They show what is possible when imagination and determination come together.
Hear more from BettaF!sh CEO Deniz Ficicioglu on the Food Fight podcast
References
- ‘Employment in fisheries and aquaculture’ (2024) FAO https://openknowledge.fao.org/server/api/core/bitstreams/1273bc36-339b-43d2-8163-af4d805f2ad2/content/sofia/2024/fisheries-aquaculture-employment.html
- ‘Global fisheries and aquaculture production reaches a new record high’ (2024) FAO https://www.fao.org/newsroom/detail/fao-report-global-fisheries-and-aquaculture-production-reaches-a-new-record-high/
- United Nations (2019) https://www.un.org/development/desa/en/news/population/world-population-prospects-2019.html
- Tuna Market Size, Share, Trends and Forecast by Species, Type, and Region, 2025-2033 (2024) IMARC https://www.imarcgroup.com/tuna-market
- BettaF!sh (2025) https://bettafish.co/en/products
- Hoegh-Guldberg, O. et al. (2023). The Ocean as a Solution to Climate Change: Five Opportunities for Action. https://doi.org/10.1007/978-3-031-16277-0_17
- BettaF!sh (2025) https://bettafish.co/en/impact
- ‘Alternative Protein Meat’ (2025) Future Market Insights https://www.futuremarketinsights.com/reports/alternative-protein-market
- ‘Food for Thought: The Protein Transformation’ (2021) BCG https://www.bcg.com/publications/2021/the-benefits-of-plant-based-meats
