Cell-based eel can reel in consumers, says Israeli start-up

A start-up company that has developed a method of growing freshwater eel meat from cells has been encouraged by the results of a consumer survey in a key potential market, Japan.

The online nationwide survey, conducted in January 2025 among 2,000 respondents evenly distributed by gender and age, revealed an emerging awareness among Japanese consumers of cell-based products, with 35% of respondents affirming familiarity of some level with so-called cultured seafood and a willingness to try cultured eel.

Israel-based Forsea Ltd, which grows eel meat from cells, said eel enjoys iconic status in Japanese cuisine. Freshwater eel (Anguilla japonica), known as unagi, is traditionally grilled in a sweet soy-based glaze and served over rice. Japan consumes 50% of the world’s eel supply.

However, in a previous survey conducted in August, 23% of those surveyed said that they “love eel” but don't buy it due to its steep price tag. Over a third expressed concerns over the ecological impact of overfishing of freshwater eel which has rendered them an endangered species.

Positive traction

Forsea believes it can offer a cheaper, sustainable alternative, and Roee Nir, the company’s co-founder and chief executive, said the results of January’s survey indicate a readiness among Japanese consumers to explore innovative food options.

“Our cultured eel has received a lot of positive traction the global food scene, particularly among Japanese food manufacturers,” said Nir. “As cell-cultivated alternatives makes progress in attaining regulatory approval in Japan and following our organoid platform’s recent demonstration of its exceptional capacity for scaling and cost effectiveness, the stage is set for commercial production.”

“There is a sizable market of consumers who are compelled to forgo eel enjoyment due to its rarity and high cost. This is an untapped market that we can capture,” added the CEO.