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Concerns about the environment and sustainability have produced an opportunity for food players in Europe to develop alternatives to meat for consumers. For instance, retailer ICA in Sweden has launched Svill, a pickled herring alternative developed from shitake mushrooms. Pickled herring is a staple at Swedish holidays, and Svill is positioned as an alternative to that tradition. Rudy’s Vegan Butcher Bar opened in London in November 2020, providing meat substitutes that are cut on-site and sold pre-packaged just like a traditional butcher. A third example is the launch of a smoked salmon substitute by Austrian brand Veganz, which is made from seaweed extract.