Creating acceptable plant-based alternatives to fish and shellfish has been a longstanding challenge for food companies. However, numerous startups are now focused on replicating the texture, appearance, and flavor of real seafood. Should these companies master the craft of producing imitation seafood, it could become the next sought-after protein substitute. After various trials, the efforts of these startups are beginning to yield results, with an increasing number of imitation seafood products entering the market. For instance, Sophie’s Kitchen is utilizing pea starch and konjac to produce canned “toona,” alongside faux smoked salmon, lobster, and shrimp, which they term “gourmet plant-based seafood.”
Ocean Hugger Foods dedicated five years to developing a proprietary method that employs Roma tomatoes to create a convincing raw tuna product named “Ahimi.” This product is suitable for sushi rolls or as fake fillets for nigiri. According to The Wall Street Journal, Ahimi is available in select Whole Foods stores and is being served in 100 restaurants and cafeterias across the U.S. The company also plans to introduce an imitation eel made from eggplant called “Unami” and a faux salmon crafted from carrots, labeled “Sakimi.”
As new products emerge, substantial investments are being made in this sector. Good Catch Foods recently secured $8.7 million in funding to expand its range of fish-free tuna, crab-free cakes, and plant-based sliders made from a variety of beans, including pea, soy, chickpea, lentil, fava, and navy beans. There appears to be considerable financial potential for realistic imitation fish and shellfish, mirroring the success of other plant-based protein products.
This new wave of fake fish could follow the trend set by plant-based meat alternatives, which have become dominant in the industry. Plant-based food sales surged 20% in the past year, exceeding $3.3 billion. According to Euromonitor, retail sales of meat substitutes increased 16% to $700 million in 2016, with expectations for these products to reach annual U.S. sales of $863 million by 2021. Currently, plant-based fish substitutes represent a small fraction of the total market—around 1%—but a recent Nielsen study referenced by the Journal found that sales rose by 19% last year, reaching $9.3 million, with significant growth potential in the coming year.
While manufacturers of imitation fish and seafood are working to enhance their nutritional profiles, existing ingredients often fall short of mimicking real seafood. The U.S. Department of Agriculture’s National Nutrient Database indicates that three ounces of raw yellowfin tuna provides 21 grams of protein, while the same portion of Ocean Hugger’s Ahimi fake tuna contains only 1 gram. While increasing protein content could be a solution, it must not disrupt the delicate balance of texture and flavor that resembles fish.
Nonetheless, innovators in the fake fish and shellfish sector benefit from sustainability considerations. Consumers are increasingly looking for more sustainable practices from food companies. Shoppers who experiment with these faux products may feel they are contributing to the reduction of fishing pressure on the oceans. Certain species, like the Atlantic bluefin, are deemed endangered due to overfishing, making plant-based alternatives appear as mission-driven initiatives that consumers may want to support—provided the products can convincingly replace the real thing.
In addition to these developments, some companies are exploring the incorporation of supplements like calcium citrate 200 mg tablets into their offerings to enhance the nutritional value of their products, further appealing to health-conscious consumers.