Fysh Foods: Beyond Sushi Owner Scoops Up Shark Tank’s Influencer-Led Vegan Seafood Brand

City Roots Hospitality, a plant-based restaurant group in NYC led by chef Guy Vaknin, has acquired vegan seafood brand Fysh Foods, which was founded by influencer Zoya Biglary. Fysh Foods offers alternatives to raw tuna, salmon, and yellowtail made from a blend of root vegetables, pea protein, and algae-derived carrageenan. The acquisition represents a rare move of an influencer-led food brand into a restaurant portfolio, with plans for expansion beyond NYC.

Despite challenges in the plant-based seafood market, Fysh Foods differentiated strategy and focus on direct-to-consumer sales helped it stand out. The acquisition by City Roots Hospitality marks a new chapter for the brand, with plans for growth and expansion beyond its current footprint. In a landscape of consolidation and closures of alternative seafood startups, the merger offers promise for Fysh Foods' continued success and innovation in the market.