September 16, 2019
First there was vegan cheese, then came the vegan egg, and, most recently, the vegan bacon roll. Now, we’re introducing you to the latest plant-based alternative: vegan sushi.
Vegan Sushi Launches In Selfridges – But Does It Taste As Good As The Real Thing?
Family-run plant-based brand IMA has launched the vegan sushi rolls – with flavours including salmon, duck and tuna (all fake, of course) – in Selfridges’ Food Hall in London. And we were excited to give them all a try.
The realistic-looking vegan salmon is made by liquifying Konjac (an Asian plant) into a naturally orange-coloured gel. It is then layered with a coconut gel to create the appearance of real sliced salmon – and it really does look like it. 
Even better, the sushi is all in 100% biodegradable packaging. Top marks from us.
We asked HuffPost UK staff – none of whom are vegan – to try out the sushi. Does it taste as good as the real thing?“The real star of the show is the vegan tuna.”Becky Barnes, audience editor
“The ‘salmon’ looks like salmon. But, while delicious, it doesn’t taste like the real thing at all. The ‘duck’ is great, too. It tastes like a meat substitute, like many plant-based products, but is lovely and smokey like duck. 
For me, the real star of the show is the vegan tuna and sweetcorn sushi burrito, which tastes remarkably like the real thing. Wow! 
“I’m also interested in the plastic-free packaging, which is brilliant to see as I’m really putting my single-use plastic consumption under the microscope.”“They were delicious.”Stephanie Bosset, video producer“I don’t think straight replacements of fake meat and fish are necessary – but if it helps people transition to a meat or fish-free diet, then I’m all for it. And the sushi...what’s not to like? It was delicious. Would eat again.” “How on earth is this not made from fish?”Natasha Hinde, Life reporter
“My mind is actually blown. How on earth is the salmon roll not made from fish? I was initially sceptical – and thought it might taste overly fishy to compensate –but it’s super delicious. I had it with wasabi and soy sauce and honestly wouldn’t be able to tell the difference between the vegan version and real deal. 
“As for the duck? Duck me, that was good. It had the same meaty, albeit stringy, texture of actual duck. The hoisin sauce is a delicious addition. No animals were harmed in the making of this sushi roll – I think I’ve been converted.”“The salmon? You couldn’t tell the difference.”John Johnston, senior video producer
“I tried the duck and the salmon sushi. I’d say the duck was pretty bland – but the sauce saved it. As for the salmon, you couldn’t really tell the difference between that and actual salmon.
“Unfortunately, I’d say the substitutes haven’t got enough flavour to keep me going past two or three pieces. If I was looking for a vegan sushi, I’d probably see what vegetable-based sushi I could get before opting for these.” “If you’d sold it to me as fish, I wouldn’t question it.”Sophie Gallagher, Life reporter
“I’m a pescatarian who can’t eat milk or soy (read: the person you don’t want to invite to dinner). I love sushi but find it hard to avoid soy, so was intrigued by whether a vegan option would be more suitable. Turns out, it’s spot on. Not only does it work for my fussy diet, but it’s bloody delicious. I tried the salmon roll, which looks uncannily like fish – and tastes like it, too. In fact, if you’d sold it to me as fish I wouldn’t question it. Expensive, but hey, sushi is never a frugal lunch choice.”
The boxes sell for £6.99 for eight large pieces of sushi. Related... Vegans Rejoice! Ben & Jerry's Launches Non-Dairy Cookie Dough Ice Cream Vegan And Vegetarian Diets Could Lower Risk Of Heart Disease, But Increase Risk Of Stroke Big Lifestyle Changes Are 'Needed To Cut Emissions' – Here Are 3 Ways To Get Started
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