Moving Mountains to launch vegan fish fingers that ‘taste exactly like fish’

Read Time:   |  14th December 2020

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Plant-based meat giant Moving Mountains is debuting in fish alternatives with new vegan fish fingers.


Moving Mountains is apparently moving oceans too. The plant-based meat company is launching vegan fish fingers, just in time for Veganuary.

The new plant-based fingers will taste exactly like fish, and mimic the flaky texture found in traditional fish fingers.

Not only have Moving Mountains mastered the taste and texture, but the new product will also feature the characteristic white colour seen in fish fingers. This is due to a white soy never before seen in the UK.

Each frozen soy-based finger will contain a whopping 10g of protein and just 70 calories.


‘A full year of development’

Founder of Moving Mountains Simeon Van der Molen argued that “No-one has really done this well yet”.

He added, “It took us a full year of development to get the texture, the colour and everything as natural as possible.”

Moreover, the brand chose to ‘stick with soy’ rather than experiment with other alternatives gaining popularity such as pea protein. This is because it helped to keep the price of the product down while increasing accessibility.

Van de Molen also remarked that the product “opens us up to a whole new market and to children – we want them to be on children’s menus and tables at dinnertime.”

A saturated market

Plant-based meat has effectively replicated the traditional beef burger now, creating what Van de Molen describes as a ‘saturated’ market.

He believes that vegan fish alternatives are going to be “the new frontier”.

“It’s going to be sensational: I can see this in school, big hospitality companies, universities and food to go outlets.

“Our tagline is there is not enough fish in the ocean. This is an area which brings a whole new refreshing ideology to plant-based.”

The new Moving Mountains fish fingers will launch in Waitrose on 27th December and retail at £3.60 for a pack of 10. This will be followed by a rollout across other retailers in 2021. 

Can’t wait to try the new fish fingers?
In the meantime, here are 14 vegan fish recipes that taste like the real thing.

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