The seafood industry is entering what many are calling the era of “surreptitious seafood,” driven by the belief that Americans may be more willing to eat fish if it looks and tastes less like traditional seafood.
Companies are reimagining fish products to resemble familiar meat-based foods. Jack Chi, spokesperson for Tuna Fresh, a Taiwan-based company, explained that their approach focuses on transforming tuna into items like fried nuggets and breaded strips similar to chicken tenders. According to Chi, adapting to U.S. preferences means leaning into popular formats such as fried foods to better connect with consumers.
This shift was clearly visible at the recent Seafood Expo North America, where hundreds of companies presented their offerings. Amid displays of smoked salmon, scallops and various shellfish, a noticeable trend emerged: seafood products designed for the American market are increasingly being processed and presented in ways that make them look less like seafood and more like familiar meat-based options.