Good Catch just got one step closer to changing your tune about tuna. Yesterday the company rolled out its plant-based “tuna” products in Whole Foods, as well as through grocery subscription service Thrive Market and online grocer FreshDirect.

Good Catch’s tuna is made of a “6-plant protein blend” which contains lentils, pea protein, soy, and chickpea flour, as well as sea algae oil for flavor. It comes in three flavors, “Naked in Water,” “Mediterranean,” and “Oil and Herbs,” all of which are packaged in pouches (not cans) and cost $4.99.  Each 3.3 ounce serving of tuna has 14 grams of protein.

When it comes to plant-based foods, there are plenty of “fish” in the sea. In addition to Good Catch’s tuna, Sophie’s Kitchen has a “toona” made out of Japanese yam, and Ocean Hugger’s ahimi is a plant-based alternative to raw tuna — both of which are also sold at select Whole Foods. Atlantic Natural Foods also recently launched a new fishless tuna product, called “Tuno.”

There’s no question that more and more people are turning to plant-based protein. But is there enough demand to support multiple brands of vegan tuna?

Maybe not now, but soon consumers might not have a choice. The price of fresh tuna is rising as stocks dwindle due to overfishing. Just last month in Japan a giant tuna sold for a whopping $3.1 million. Canned tuna might not cost anywhere near as much as fresh, but if we continue to deplete the supply eventually it might. Plus there’s the worrying levels of mercury to think about. As consumers turn away from canned tuna for health or price reasons, Good Catch & co. will be there for all their tuna melt needs.

One final note: it’s interesting that Good Catch named its product straight-up “tuna,” instead of using a similar word or a different spelling, like its competitors. As meat and dairy companies battle to keep plant-based options from using words like “meat” and “milk,” this is a pretty bold move from Good Catch. I wouldn’t be surprised if the company gets some backlash from Big Fish.

Good Catch raised $8.7 million last August. We haven’t tried its products yet, but with the number of new plant-based players trying to disrupt canned tuna, it just might be time for a taste test.

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