Food runs in the family for Justin Chou, who described his parents as the primary inspirations for the creation of Happiee. Chou said they served as incredible role models during his youth and provided the roadmap for his own journey into the food and sector.
“My mum launched a premium Chinese plant-based restaurant that quickly became a hit, known for its bold, creative take on vegetarian cuisine,” he told Food Manufacture.
“At the same time, my dad was blazing his own trail in the plant-based world, creating seafood alternatives from popular Asian root vegetables. He was doing this long before it was trendy!
“With that kind of passion at the dinner table, I learned early on that food could be more than fuel; it could be a force for change.”
Chou launched Happiee parent company Growthwell Foods in 2019, initially specialising in plant-based fish and seafood alternative products. After establishing a presence for the business in Singapore and across Asia, Happiee launched in the UK in August 2023 and has received an “incredibly positive response”.
“When we started, Happiee was primarily available in Asia’s foodservice sector, where eating out is a huge part of the culture,” Chou recalled.
“[But now] we’re proud to have introduced the UK’s very first plant-based shrimp, along with the first easy-cook Lion’s Mane mushroom.”
As co-founder and CEO, Chou explained his role is focused on leading the “growth and overall direction” of Happiee. This includes overseeing product strategy and innovation as well as securing listings in the UK and beyond.
“My role is all about shaking up the category with premium ingredients and UK-first innovations that genuinely excite shoppers and chefs,” he explained.
“It’s an exciting challenge to lead the brand through such rapid growth and to keep pushing the boundaries in plant-based innovation.”
When he started Growthwell Foods, Chou did so with the stated goal of feeding 100 million people around the world with “accessible and delicious” plant-based food that support healthier lives and a healthier planet.
“This goal has driven every decision I’ve made and shaped my journey,” he explained.
With this in mind, he is determined to reject the narrative that the plant-based movement is just a fad.
“It’s reshaping the future of food [and] what’s really exciting is watching the category mature and evolve into its next phase,” Chou argued.
“Innovation in the category is no longer about engineering the perfect meat mimic, it’s about elevating whole plants to their rightful place at the centre of the plate, whilst also making it easy for consumers. The food sector is filled with people who are genuinely passionate and incredibly talented – it’s impossible not to love it!”
Having said that, Chou does not believe that the plant-based sector is without fault. He wants to see wholefoods brought to the forefront, an ethos that was the driving force behind Happiee’s recent lion’s mane launch.
“This range aims to improve access to tasty, wholefood ingredients across the UK,” he explained.
“The mushroom pieces offer a convenient, easy-to-cook option, already prepared and marinated. This also ensures a consistent flavour and texture, unlike fresh Lion’s Mane, which can be tricky to cook and naturally bitter. I genuinely believe wholefoods are the next big chapter in plant-based eating, and I’m excited that Happiee is ready to lead the charge.”
The lion’s mane range is just the beginning for Happiee, Chou said, with the brand set to continue experimenting with emerging plant-based proteins.
“We’re exploring other varieties and new formats to give consumers more easy, delicious ways to enjoy wholefood plant-based options as the centrepiece of their meals,” he concluded.
