National University of Singapore (NUS) students have developed a noteworthy plant-based shrimp concept named “Keepin’ it Shrimple.” This innovative product utilizes pea protein and lion’s mane fungi through the extrusion technique, aiming to provide an allergen-free alternative.

The initiative was part of the ProVeg APAC Food Innovation Challenge, designed to encourage Asian students in creating climate-friendly and nutritious food products. Entrants were required to identify target audiences, establish pricing strategies, outline usage occasions, and develop detailed launch plans for Unilever’s The Vegetarian Butcher (TVB) brand.

The Keepin’ it Shrimple team received recognition in the form of a USD 3000 prize, impressing judges with their unique offering in the USD 1.2 billion global plant-based shrimp market. Their allergen-free approach fills a gap in the market, addressing a need that has not been met by existing alternatives.