You’ve probably seen the pitch. Two charismatic influencers walk into the tank, talk about "fermentation magic," and hand out plates of raw tuna that... isn't actually tuna. It’s a scene we’ve seen a dozen times on Shark Tank, but Fysh Foods hit differently.
Maybe it was the fact that the founders, Zoya Biglary and Alix Traeger, already had three million followers between them. Or maybe it was the way the Sharks actually liked the taste—which, let's be honest, usually doesn't happen with plant-based seafood on this show.
But since that episode aired in late 2024, a lot has changed. If you’re looking for the "squeezable tuna" or wondering if they actually closed that deal with Daniel Lubetzky, here is the real story.
The Pitch That Divided the Room
When Zoya and Alix stepped into the tank, they weren't just selling a snack; they were selling a solution to a pretty gross problem. They started by highlighting the parasites, mercury, and microplastics found in traditional raw fish.
It’s a bold move.
Basically, they told the Sharks: "Your favorite spicy tuna roll is probably full of plastic."
Their alternative, Finneato Fysh Foods, uses a blend of organic root vegetables like tapioca, beetroot, and konjac root, combined with sea algae and a fermentation process to mimic the texture of sashimi-grade fish. They offered samples of ceviche, smoked lox, and spicy tuna crispy rice.
Robert Herjavec, who is notoriously picky, said it could pass for the real thing. But then came the numbers.
At the time of filming, they had only done about $50,000 in sales since 2023. All of it was B2B (business-to-business), selling frozen fillets to high-end Los Angeles restaurants like Kombu Sushi.
Kevin O'Leary wasn't having it. He famously told them "shame on you" for having three million followers and not selling a single thing to them directly. Mark Cuban was worried about the scale. To him, the frozen food business is a "grind" that eats capital for breakfast.
The Daniel Lubetzky Deal: Did It Close?
While the regular Sharks swam away, guest Shark and KIND Snacks founder Daniel Lubetzky saw something. He liked the mission. He liked the taste. Most importantly, he liked the founders' "tenacity."
They asked for $150,000 for 10% equity.
Daniel countered with a heavy ask: 40%.
After some intense back-and-forth—where Zoya basically refused to "shoot herself in the foot" by giving away too much too early—they settled on $150,000 for 30% equity.
As of early 2026, the partnership seems to be holding steady. Lubetzky has been vocal on social media about supporting the brand, and his influence helped push them toward a model that actually makes sense for their massive online audience.
Where is Fysh Foods Now?
Since the Shark Tank cameras stopped rolling, Fysh Foods has undergone a bit of a pivot. They realized that while chefs in LA loved the product, the real money—and the real demand from fans—was in the home kitchen.
Here’s what’s actually happening with the company today:
- The Squeezable Tuna: They finally launched a Direct-to-Consumer (D2C) product. It’s a 2-pack of spicy tuna blend in a squeezable pouch. Honestly, it’s a smart move because it removes the "chef skill" barrier. You just squeeze it onto rice or a cracker and you're done.
- National Shipping: For a long time, you could only get Fysh in LA. Now, they've partnered with online retailers like Besties Vegan Paradise to ship the spicy tuna packs across the country.
- Awards and Recognition: PETA and VegNews have both given them "Best Vegan Seafood" nods in 2025. This isn't just fluff; in a crowded market where brands like Wicked Kitchen are buying up competitors, standing out as a "clean label" brand matters.
- Restaurant Growth: They aren't just at Kombu Sushi anymore. They've expanded into upscale omakase spots like Kusaki and even cater weddings at Calamigos Ranch.
The Reality of the "Clean Label" Struggle
It isn't all sunshine and sushi rolls. If you go to their website right now, you might find things sold out.
Scaling a plant-based startup that doesn't use heavy processing or chemical binders is incredibly hard. Zoya has mentioned in interviews that they still mix ingredients by hand in a commercial kitchen to keep the environmental impact down.
That’s great for the planet, but it’s a nightmare for supply chains.
They also face the "influencer brand" stigma. People often wonder if it’s a real company or just a content play. However, by sticking to the B2B restaurant world first, they proved the product works for professionals before trying to sell it to their followers.
Is It Actually Healthy?
Most "fake meat" is a lab experiment. Fysh Foods tries to stay away from that. Their "fish" has:
✨ Don't miss: Fuel Cell Energy Stock: Why Everyone Is Still Waiting for the Big Payoff
- 4g of Protein per serving.
- Omega-3s from flaxseed oil.
- Iron and Fiber from the root vegetables.
- Zero Saturated Fat.
It's not a protein powerhouse compared to a steak, but compared to a traditional "dynamite roll" filled with mayo and questionable tuna scrapings, it’s a significant upgrade for the health-conscious.
Actionable Insights for Fans and Entrepreneurs
If you’re following the Fysh Foods journey or looking to build something similar, here are a few takeaways that aren't just "business school" fluff.
For the Shopper:
Don't wait for it to hit your local Kroger. If you see the 2-pack spicy tuna in stock on their site, buy it. Their production runs are still relatively small, and they tend to sell out fast after social media mentions. If you’re in LA, head to Silverlake or Downtown to find it on a menu—the "Spicy Cloud Roll" is the one people rave about.
For the Aspiring Founder:
Zoya’s negotiation with Daniel Lubetzky is a masterclass. She didn't let the "Shark Tank pressure" force her into a 40% deal that would have made future funding rounds impossible. Know your "walk-away" number before you start the conversation.
For the Plant-Based Skeptic:
This isn't "tofu that tastes like ocean." The fermentation process creates the umami that most vegan fish lacks. If you’ve been burned by rubbery plant-based shrimp in the past, the "squeezable" format is a safer entry point because the texture is already integrated into a sauce.
👉 See also: Peters Funeral Home in Cotulla TX: What Really Happens When You Call
The journey of Fysh Foods shows that even with millions of followers, a business has to solve a real-world problem (like microplastics in our food chain) to survive past the initial hype of a TV appearance. They’ve successfully transitioned from a "cool idea" to a legitimate player in the alternative protein space.
Next Step: You can check the current availability of the spicy tuna packs directly on the Finneato Fysh Foods official website or through Besties Vegan Paradise for national shipping.