Vegan e-tailer launches own brand plant-based sushi line

Online retailer that goes by "GTFO, It's Vegan" expanded its Great Foods line with four varieties of vegan sashimi.
Zachary Russell
Associate Editor
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a plate of food with a slice of orange

Upstart vegan online retailer GTFO, It’s Vegan has announced its latest venture: an own brand line of vegan tuna, salmon, sailfish and calamari sashimi. The line marks the expansion of the company’s private label Great Foods, It’s Vegan.

"This launch represents an incredible milestone in our efforts to introduce our own private label line of products under the Great Foods, It's Vegan brand,” said Tanya Pierce, GTFO, It’s Vegan’s president and co-founder.  “The launch showcases one of many planned private label launches of vegan offerings in rapidly growing, yet undeserved vegan and plant-based categories."

All four of the sashimi varieties are 100% plant based, and created out of konjac, an Asian plant, along with tapioca starch and glucose from seaweed. 

GTFO, It’s Vegan, an online retailer, wholesaler and distributor, specializes in vegan and plant-based foods from all around the world, including meat, seafood, cheese and dairy, bakery, snacks, and more. The company launched at the start of the COVID-19 pandemic in May of 2020 by husband and wife team Marc and Tanya Pierce, and now carries over 2,800 vegan and plant-based products across 700+ brands.

a plate of food

Since its launch, GTFO has fulfilled nearly 30,000 orders containing over 300,000 vegan and plant-based items. GTFO recently launched a successful crowdfunding round on Oct. 7, of this year, raising nearly $400,000 among 390 investors in just over three weeks.

“The vegan seafood market is the fastest growing category in the market,” said Marc Pierce, GTFO’s CEO and co-founder. "By mining our data, coupled with our own proprietary consumer market research, we have developed the best and most comprehensive information on consumer trends in plant-based purchases than any other source. GTFO now has the most extensive line of vegan sashimi in the U.S. market.”