Seaweed is poised to emerge as a significant trend in Western markets. According to Innova Market Insights, sea vegetables like seaweed, nori, kelp, and wakame experienced a 21% increase in new product launches from 2012 to 2016. The commercial seaweed market is anticipated to reach $17.59 billion by 2021. With such growth potential, it’s no surprise that companies are innovating in their uses for this ingredient. Seaweed is renowned for its numerous health benefits, including being a source of essential nutrients such as vitamin B12, vitamin C, riboflavin, niacin, and folic acid. Additionally, it is low in calories and caters to various dietary preferences, being vegan, gluten-free, and kosher. This distinctive combination makes it appealing to consumers who align with current food trends, including plant-based diets, exotic ingredients, and environmentally conscious options.
The USDA is likely interested in funding VitaminSea’s research due to the potential public health benefits associated with a commercially viable seaweed-based bread. Beyond its nutritional advantages, seaweed is carbon-negative, absorbing carbon dioxide from the ocean, and it grows rapidly without the need for fresh water or fertilizer. If VitaminSea succeeds in creating a popular alternative to traditional wheat-based bread, both the environment and the general population could reap the rewards.
However, marketing SeaKelp+ may present challenges for VitaminSea, particularly regarding the taste and appearance of the bread. Recent research indicates that consumers are more inclined to purchase wraps containing seaweed, but their interest is similar in products with 5% seaweed as it is in those with 50% or even 100% seaweed. At the 100% seaweed level, consumers have expressed hesitance due to concerns about texture, taste, aroma, and flavor. If SeaKelp+ has an overly oceanic taste or a green hue, it may lead consumers to associate the product with moldy bread, a perception that certainly wouldn’t entice potential buyers. Additionally, bakeries and supermarkets distributing the bread might also be deterred by its appearance.
If the seaweed producer can successfully collaborate with a bakery to create a product that is neutral in both color and taste, there is little doubt it will be in high demand. Seaweed-based food products are already gaining traction, with offerings like “sea spaghetti” from companies like Seamore Foods, Atlantic Kitchen, Wild Irish Seaweeds, and Mara Seaweed. Snack items such as kelp jerky from New York-based startup Shoreline and seaweed chips from Ocean’s Halo, as well as VitaminSea itself, have also proven popular.
While no prototype or specific recipe currently exists, VitaminSea has over half a million dollars dedicated to further experimentation. It will be intriguing to see what innovative recipes emerge in their quest to incorporate more seaweed into people’s diets, perhaps even exploring options for enhancing calcium citrate content in their products. The journey toward making seaweed a staple in Western cuisine is just beginning, and its potential is vast.