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The future of seafood in America is taking a surprising turn, with fish increasingly being reimagined to look nothing like traditional seafood. Instead, it’s appearing as everything from salami to snack sticks, spareribs and burger patties.
At the recent Seafood Expo North America in Boston, companies showcased a range of products designed to overcome Americans’ notorious reluctance to consume seafood. Despite being surrounded by oceans, U.S. consumers eat just 19 pounds of seafood annually, a figure that has barely changed in a century and falls far short of the global average of 45 pounds.
“Our Taiwanese magic is making tuna taste like fried chicken,” said Jack Chi, a spokesman for Taiwan-based Tuna Fresh. His company sells breaded tuna strips designed to mimic chicken tenders. “We wanted to be able to engage in the U.S. market, and we found that fried foods are the way.”
This trend toward disguising seafood represents a significant shift in marketing strategy. While processed fish products like fish sticks have existed for decades, newer offerings take camouflage to another level by mimicking familiar terrestrial meats.
Harbor Bell Seafoods of Seattle now offers salmon snack strips that resemble Slim Jims. “It looks like a Slim Jim by design,” explained company spokeswoman Holly Phillips. “It doesn’t smell fishy. It doesn’t taste fishy.”
Similarly, Florida-based Surfsnax has developed a salmon salami that, after being cured and shaped like traditional charcuterie, bears little resemblance to fish. “We want to put it in a format that people are used to eating,” said owner Mike Simon. “But it’s not hiding that it’s salmon.”
Perhaps the most ambitious crossover comes from Brazil’s Friocenter Pescados, which offers “spareribs” made from tambaqui, a freshwater fish from the Amazon. Spokesman Danillo Souza Alves points out that these ribs actually provide more meat per bone than pork versions. The company envisions these fish ribs as finger food for sporting events.
SK Food Brands in Los Angeles has found success with shrimp burgers in various sizes. “It makes it more palatable to people who aren’t big seafood fans,” said sales manager Justin Rogers. “Especially with things like these sliders, it gives them an entry point.”
Not everyone supports this seafood subterfuge. “Eat fish that looks like fish!” argues Niaz Dorry, coordinating director of the North American Marine Alliance, an advocacy group for sustainable seafood practices. “The likelihood that that fish came from a community-based, scale-appropriate entity is much higher if that fish still looks like what it was when it was swimming in the water.”
The timing of this pivot is critical for the seafood industry. The $24 billion U.S. market has been stagnant for years, with real growth coming only from sushi counters and price increases. Just 10 percent of shoppers account for nearly half of all seafood sales, suggesting Americans tend to be either devoted seafood consumers or complete abstainers.
Steve Markenson, vice president of research at consumer marketing firm FMI, remains skeptical that disguised seafood products will significantly expand the market. “The non-seafood folks — which is about 40% of the population — I don’t know that this is really going to be appealing to them,” he said. “They’re not looking to necessarily add seafood into their diet.”
Paradoxically, dedicated seafood enthusiasts may also reject these innovations. “They love what they love about it,” Markenson noted. “They might want it seasoned up a little, but they want that full-blown salmon.”
The most promising target demographic may be younger consumers, according to Joshua Bickert, a seafood market analyst for Expana. “If you package it like hot dogs and hamburgers and chicken tenders, you maybe change that mindset at a younger age,” he suggested.
Beyond mimicking meat products, manufacturers are also transforming seafood into snack foods. Korean company Balance Grow offers Fried Calamari Snack, which resembles potato sticks but allegedly tastes “like Cheetos,” according to Ina Park, a spokeswoman at the expo’s Korean pavilion.
As the seafood industry continues to battle for American appetites, the question remains whether these innovations will ultimately expand seafood consumption or simply create novelty products with limited appeal. For now, the industry seems committed to the strategy that if Americans won’t eat what looks like fish, perhaps they’ll eat fish that looks like everything else.
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16 Comments
The low seafood consumption in the US is a curious statistic, given the country’s access to oceans. Disguising fish as meat products could be an effective way to get Americans to eat more of it, though the purist in me wonders if the essence of seafood will be lost.
That’s a good point. While these new seafood products aim to boost consumption, it will be important for the industry to also educate consumers on the distinct flavors and health advantages of real, unprocessed seafood.
This is a bold move by the seafood industry to rebrand and repackage their products for the American market. I’m curious to see if it will be successful in driving up seafood consumption, or if it could backfire by further alienating people from the experience of eating actual fish.
Agreed, it’s a risky strategy that could have unintended consequences. The industry will need to strike a careful balance between appealing to mainstream tastes and preserving the unique qualities of seafood.
Turning tuna into fried chicken-flavored strips is a creative way to attract US consumers. But I wonder if this could backfire by further distancing people from the taste and experience of real seafood.
That’s a valid concern. There’s a risk of these disguised seafood products becoming a poor substitute for the real thing and preventing Americans from developing a deeper appreciation for fish and marine cuisine.
The seafood industry’s efforts to make their products more meat-like is an interesting marketing tactic, but I hope it doesn’t come at the expense of seafood’s distinct identity and nutritional benefits. Maintaining the integrity of these foods is important, even as they try to attract new consumers.
Well said. The seafood industry should strive to strike a balance between innovation and preserving the core essence of their products.
This shift towards disguising seafood as terrestrial meats is a bold move by the industry. While it may help boost consumption in the US, I worry it could further distance people from the unique sensory experience and health benefits of eating actual fish and other marine foods.
That’s a valid concern. The industry will need to carefully navigate this line between making seafood more approachable and maintaining its distinct identity and nutritional value.
Turning tuna into fried chicken-flavored strips seems like a significant departure from the traditional seafood experience. While it may help increase seafood consumption in the US, I worry it could diminish people’s appreciation for the natural flavors and textures of fish.
That’s a fair concern. The seafood industry should be mindful not to completely obscure the intrinsic qualities of their products in the pursuit of wider market appeal.
This is an interesting development in the seafood industry. Making fish products that mimic meat could help overcome American consumers’ aversion to seafood. But I hope the taste and nutrition of the original fish are preserved in these new processed offerings.
You make a good point. Maintaining the integrity of the seafood is important, even as the industry tries to make it more appealing to meat-centric American palates.
It’s fascinating to see the seafood industry adapting to American tastes by making their products mimic terrestrial meats. Though unconventional, this strategy could open up the market and get more people to try seafood.
I agree, it’s an innovative approach. However, I hope they don’t lose sight of the inherent qualities and nutritional benefits that make seafood unique and desirable in its own right.