# Singaporean Plant-Based Food Brands HAPPIEE! Is a New Alternative Meat Brand from Growthwell Foods By Colin Smith | Published 2022-01-18 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/happiee References: [greenqueen.hk](https://www.greenqueen.com.hk/growthwell-foods-launches-happiee-brand/) & [growthwellfoods](https://growthwellfoods.com/)  Growthwell Foods, the Singapore-based food manufacturer, has launched a new sub-brand by the name of 'HAPPIEE!' that will focus on plant-based food products. HAPPIEE! has debuted with an initial product selection of four different items. The initial four products that HAPPIEE! has launched include soy-based popcorn chicken, soy-based chicken nuggets, konjac-based fish sticks, and konjac-based fish patties. Each of these products is available in multiple supermarkets and food retailers across Singapore. On top of being plant-based and vegan, these products are also made to be fit for health-conscious consumers. All four of HAPPIEE!'s products are trans-fat-free and low in other fats. HAPPIEE! is committed to feeding "100 million across Asia with plant-based foods," as well as contributing to the overall sustainability of the food industry in Singapore. Image Credit: HAPPIEE!, Growthwell Foods ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 53% | Activity: 61% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Plant-based Meat Alternatives:** Growthwell Foods' launch of HAPPIEE! brand offers four plant-based meat alternatives made with soy and konjac that cater to health-conscious consumers. - **Sustainable Food Production:** HAPPIEE!'s commitment to sustainability and feeding 100 million across Asia with plant-based foods presents disruptive innovation opportunities for the food industry. - **Health and Wellness:** HAPPIEE!'s trans-fat-free and low-fat plant-based products reflect the growing demand of health and wellness in the food industry. ### Industries Being Reshaped - **Food Manufacturing:** Growthwell Foods' launch of HAPPIEE! brand presents disruptive innovation opportunities for food manufacturers to invest in plant-based alternatives and sustainability. - **Retail:** The availability of HAPPIEE!'s plant-based products in multiple supermarkets and food retailers across Singapore highlights a potential disruptive innovation opportunity for the retail industry to cater to the growing demand for plant-based and sustainable products. - **Sustainable Agriculture:** HAPPIEE!'s commitment to sustainability and plant-based foods presents disruptive innovation opportunities for the agriculture industry to develop more environmentally friendly and sustainable practices. ## Related on Trend Hunter - [Plant-Based Seafood Alternatives](https://www.trendhunter.com/trends/plant-based-fish-dishes.md) - [Frozen Seafood Alternatives](https://www.trendhunter.com/trends/frozen-seafood-alternatives.md) - [Vegan Luncheon Meat Products](https://www.trendhunter.com/trends/food-brand-anew.md) - [Welcoming Plant-Based Butcheries](https://www.trendhunter.com/trends/like-meat-but-better.md) - [Singaporean Plant-Based Butcher Shops](https://www.trendhunter.com/trends/love-handle-singapore.md) - [Singaporean Cultivated Chicken Stalls](https://www.trendhunter.com/trends/hawker-stall.md) - [APAC-Focused Protein Alternatives](https://www.trendhunter.com/trends/kinokotech.md) - [Indian Plant-Based Meat Brands](https://www.trendhunter.com/trends/plantbased-meat-brand.md) - [Alternative Meat Snacks](https://www.trendhunter.com/trends/alternative-meat-snacks.md)