While the plant-based burger wars have been waging for several years now, plant-based fish is just in its infancy. As demand for seafood alternatives grows, so too do names like Plantish, Sophie's Kitchen, Gardein, Good Catch and Toronto-based startup New School Foods, which specializes in plant-based salmon. But unlike most plant-based meat products, which are precooked, ground and often formed into patties or nuggets, this is whole and raw. He noted that unlike fake meat, which is usually more expensive than the real thing, fake fish could be cheaper for consumers since the cost of real fish has skyrocketed. In addition to Lever VC, New School Foods is backed by Blue Horizon, Hatch, Good Startup, Alwyn Capital and Joyance Partners.

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