Nissin Unveils Plant-Derived Imitation Eel, Selling Out in Minutes Amid High Anticipation

Nissin Food Products unveils a plant-based "unagi" alternative, offering eel lovers a sustainable, affordable treat amid rising prices and endangered status. The instant hit sold out in a minute. Dive in for the delectable details.

In response to the Environment Ministry's classification of the Japanese eel as endangered, Nissin tasked its team of cup ramen experts with developing a plant-derived imitation eel. After months of meticulous research and development, the prototype was ready in the summer of 2019, undergoing rigorous testing for color, shape, and, most importantly, flavor during an exclusive sampling event for executives.

Feedback revealed that while the imitation eel closely resembled its real counterpart, there was still room for improvement. The focus shifted toward perfecting the texture and mouthfeel, which required extensive analysis of the prototype's three distinct layers: the white flesh, the skin, and the intermediate layer between them.

Soybean protein particles were incorporated into the white flesh to achieve a soft and flaky texture. The intermediate layer, responsible for a creamy touch, utilized botanical oil. Each layer underwent meticulous adjustments to replicate the essence of freshly cooked unagi.

The evolution of the imitation eel involved fine-tuning the fat content, resulting in a unique viscosity level akin to mayonnaise. A dedicated team of "pro reproducers," comprising instant noodle specialists and embodying Nissin's mastery of food re-creation technology, meticulously balanced the fat, seasoning, and aroma to create an authentic and satisfying experience.

After three and a half years of relentless effort, the imitation eel was perfected this spring. Takateru Nakayama, the head of the product's research and development team, expressed his delight by sharing an anecdote about successfully deceiving a junior employee from a different department who sampled the product.

Now available for a limited time on Nissin's shopping site, the imitation eel instantly created a buzz, with all 1,000 packages selling out within a minute—an immense testament to consumers' anticipation and Nissin's commitment to delivering innovative culinary experiences.

Photo: Shiho Azuma/Unsplash