Nothing Fishy
Nothing Fishy creates plant-based seafood alternatives that look, taste and feel like real fish – but let the fish swim freely in the ocean.
Founded by passionate chefs and food lovers, the company offers vitamin-enriched, Swedish-made products crafted from algae and wheat. Their mission is to provide delicious, sustainable and nutritious options that are better for people, the oceans and the planet.
Incubator Journey
Nothing Fishy joined Krinova’s food incubator to develop their vision into market-ready products. With tailored business development support, access to investor networks and opportunities to collaborate with international partners, the company sharpened its business model, attracted capital and scaled to national distribution.
During their incubator journey, Nothing Fishy gained strong market exposure, launched products now available in retail stores and achieved a breakthrough in the foodservice sector. They exited the incubator in 2024 as a growing consumer brand with both retail and foodservice presence.
“Working with Krinova is a really good thing. I remember when we would sit down once a month to discuss strategies, plans, and ideas. I’d write things down on my to-do list – some I would do, and some I wouldn’t, because I didn’t think they were as important as other things. But I always came back to those lists and thought, ‘If I had done this six months ago, I wouldn’t be in this situation now.’”
– Jared Christensen, co-founder, Nothing Fishy
Milestones
- Founded: 2021
- Part of Krinova Incubator: xxxx–2024
- Key achievements:
- Launched plant-based fish fillets and nuggets, today available in 330+ stores nationwide.
- Won Årets Livsmedelsnyhet (FFCR Innovation Awards 2025), and Gold in New Sustainable Product at European Sustainability Summit (2025).