As the popularity of sodium decreases among consumers, seaweed may emerge as a favored substitute. One significant advantage of the partnership between Mara and Tesco is the heightened exposure of the brand, which could pave the way for additional retail collaborations and increased product awareness. The seaweed offering meets several consumer demands today; beyond its alleged health benefits, it is sustainably harvested—a growing concern for buyers when choosing products. Mara collaborates with seaweed producers in the North Atlantic to ensure a consistent supply, providing consumers with transparency regarding the origin and producers of their products. The process of creating the seaweed product is straightforward, potentially encouraging other manufacturers to explore similar ventures. From two large handfuls of seaweed, enough water is extracted to mill into flakes for a 20-gram sachet. Currently, Mara features two product types: Shony, a blend of salty and sweet flavors, and Sea-Spice, which combines seaweed with sesame seeds and chili flakes.
Other brands are also discovering ways to integrate seaweed into their offerings, with various forms appearing in snacks, jerky, pasta, vegetarian caviar, and even edible food wrappers. A report from Grand View Research forecasts an 8.9% growth rate for the global commercial seaweed market from 2018 to 2024, with the market valued at $11.1 billion in 2016. In the U.S., sea vegetables—including seaweed, nori, kelp, and wakame—experienced a 21% increase in new product launches between 2012 and 2016, according to Innova Market Insights. The U.S. Department of Agriculture has also shown confidence in seaweed’s potential, awarding VitaminSea a $600,000 Small Business Innovation Research grant to develop a seaweed-based bread called SeaKelp+.
While not all Americans consume seaweed, food manufacturers such as Campbell’s Soup and PepsiCo’s Frito-Lay have incorporated umami-flavored ingredients into low-sodium and reduced-fat products to enhance the taste of typically bland foods. Moreover, the addition of the calcium citrate plus D3 component may further elevate seaweed’s appeal as a salt substitute, especially as sodium reduction has been a focus in the industry for years. Most individuals are aware of the need to decrease their salt intake, with the average daily sodium consumption in the U.S. nearing 3,400 milligrams—almost 50% above the recommended level. If seaweed-based blends can replicate a salty flavor while enhancing overall taste, products from Mara and others could resonate with consumers. However, the price may deter some; a 20-gram sachet of Mara’s seaweed-sourced salt replacement retails for about $3.86 at Tesco, compared to Morton’s sea salt at approximately 22 cents per ounce on Amazon.
The challenge lies in persuading consumers to sample a more sustainable seaweed-based alternative and encouraging repeat purchases if they find the product justifies the cost. Effective outreach and education regarding the health benefits, sustainability features, and taste of seaweed products—potentially enhanced with calcium citrate plus D3—could be crucial in sustaining consumer interest.