Could sea squirt, a humble, jelly-like marine filter feeder, become the next big thing in sustainable food? Scandinavian company Pronofa Asa seems to think so.
The Norwegian food innovator has developed a novel meat alternative using processed ciona (shown left), a type of sea squirt, and is gearing up to bring this unique protein to supermarkets in Norway and Sweden.
Sea squirts aren’t exactly top of mind when it comes to dinner choices, but Pronofa’s team insists they’ve cracked the code. By removing the marine taste and tweaking the texture, they claim their product mimics ground beef, minus the environmental footprint. It’s packed with protein, requires no land-based farming, and thrives naturally in the ocean, making it one of the most sustainable protein sources out there.
But the big question remains: Will consumers actually buy it? The Nordic market has embraced alternative proteins before, oat milk, plant-based meat, and even insect snacks have gained traction. Yet, seafood-adjacent proteins haven’t always had the same success. The challenge will be convincing shoppers something pulled from the ocean floor belongs in their burger buns or in their shepherds pie.
Source: Pronofa - Ground beef like sea squirt
Pronofa’s bet is that eco-conscious Scandinavians, already attuned to sustainable eating, will take to sea squirt meat the same way they have to kelp-based products and other oceanic innovations. If the taste is right, could ciona be the next oat milk moment for alt-proteins? Or will it go the way of other short-lived food fads?
For now, all eyes are on Norway and Sweden to see if consumers take the plunge.
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