BettaF!sh and BILLA AG redefine plant-based seafood with a co-branding milestone

BettaF!sh, a start-up dedicated to redefining plant-based seafood, has announced a significant partnership milestone with BILLA AG, one of Austria’s leading supermarket chains. The collaboration has led to the launch of the co-branded TU-NAH Sandwich, now available across BILLA and BILLA PLUS stores in Austria. This development marks a turning point in the plant-based food sector, showcasing how strategic partnerships can drive innovation and expand market reach.

When BettaF!sh began its journey, its goal extended beyond creating a product; the company aimed to transform the seafood industry by introducing sustainable, plant-based alternatives. The partnership with BILLA AG exemplifies this vision, reflecting a shared commitment to innovation and consumer accessibility.

The collaboration between BettaF!sh and BILLA has evolved over time, rooted in a mutual drive to address challenges and achieve shared goals. Early in the partnership, the TU-NAH Sandwich proved its potential by doubling sales rotations in its first year. The product’s growing popularity has now propelled it to more points of sale than ever before, solidifying its position as a category leader in plant-based seafood.

However, the road to success was not without its challenges. Initially, BettaF!sh produced its TU-NAH Sandwich in Germany, which presented logistical hurdles, including a shorter shelf life and limited scalability. To overcome these issues, the company partnered with local production facilities, enhancing freshness, reducing lead times, and increasing its ability to meet consumer demand.

“This isn’t just a product on a shelf; it’s the beginning of a new category,” said Deniz Ficicioglu, Co-Founder of BettaF!sh. “We’ve built this on trust, innovation, and shared ambition, and it’s amazing to see the TU-NAH Sandwich resonating with consumers in such a meaningful way.”

The co-branding initiative with BILLA AG is more than a commercial venture—it represents the culmination of years of collaboration. It underscores the trust and alignment between the two companies and highlights the importance of partnerships in driving food innovation. BettaF!sh sees this milestone as a springboard for further growth, both in Austria and across Europe.

“The co-branding with BILLA AG is a testament to the incredible partnership we’ve developed,” Ficicioglu noted. “It shows what’s possible when two organizations work together with a shared vision for sustainability and innovation. Together, we’re reaching more people than ever before.”

BettaF!sh and BILLA AG are inviting consumers to experience the future of plant-based seafood by trying the TU-NAH Sandwich. With this partnership, they aim to inspire a broader shift toward sustainable eating while delivering delicious, accessible options to the market.

“Next time you’re at BILLA or BILLA PLUS, grab a TU-NAH Sandwich and taste the impact of true teamwork,” Ficicioglu encouraged. “It’s more than a sandwich—it’s a step toward creating a more sustainable food system.”

This co-branding milestone reaffirms that partnerships are a driving force in reshaping the food industry, paving the way for a more sustainable future.