Plant-based Salmon Alternative Launches at The Vegan Kind

The game-changing salmon alternative is now available to buy online at The Vegan Kind!

IMA vegan salmon has the real salmon's look, texture, and taste and 'melts in your mouth'.

London-based company IMA has created this super-realistic fishless salmon from konjac, an Asian root vegetable. Konjac itself is colourless, tasteless and has a jelly-like texture. IMA developed the perfect recipe by adding multiple ingredients with different ratios to achieve the ideal consistency of real salmon. The vegan salmon is perfect for sushi, salads and sandwiches.

IMA was founded by a father and daughter who are committed to protecting the world's oceans from overfishing and plastic pollution. Nearly half (46%) of rubbish in the sea comes from abandoned fishing equipment, equivalent to over 640,000 tonnes of trash. The company wants to 'redefine and reinvent' sushi to reflect sustainability concerns and changing consumer preferences.

IMA means 'now' in Japanese, as now is the best time to act to save our oceans. 

Co-founder and owner Jessica told Food Navigator: "Back when sushi was created, sustainability issues such as overfishing were not a topic of discussion. However, they are now, so we create sushi that is suitable for the present climate - the 'now' - for the conscious consumer in the modern world."​

In recent years, thanks to documentaries like Seaspiracy, consumers are increasingly aware of the concerns around overfishing and the worsening condition of the marine natural world.

Companies like IMA deliver plant-based fish alternatives that mimic the texture and flavour of real fish that even non-vegans would love but without causing any harm to the environment.

"Our oceans and fish levels are depleting at such a rapid rate; it's just not sustainable for us to continue eating fish sushi. So we created this plant-based alternative not just for vegans but hopefully for non-vegans too. To make it easier for them to make food choices that will help fight against overfishing without compromising on the taste or texture. They won't be able to tell the difference,"​ Jessica added.