City Roots Hospitality, a restaurant group based in New York, US, has acquired plant-based seafood brand Fysh Foods for an undisclosed sum.

Fysh Foods was founded in Los Angeles, California, in 2022. The brand’s focus was on developing a plant-based alternative to raw fish that could be used in sushi-grade seafood applications, without sacrificing the flavour, texture or traditional ritual of the dish.

Founder Zoya Biglary, an entrepreneur and online creator, built Fysh Foods without any co-founders, venture funding rounds or incubator support – instead, she grew the brand through word-of-mouth, direct-to-consumer sales and a nearly 1.7-million-strong social media following.

Notably, she was a contestant on the Shark Tank television programme in 2024, and while she accepted a deal with investor Daniel Lubetzky, she ultimately chose not to go ahead – instead, choosing to keep Fysh Foods self-funded and female-owned up to the point of the acquisition.

Commenting on her journey, she said: “I built Fysh Foods because I believed plant-based seafood deserved the same innovation that plant-based meat had already received”.

“Four years ago, I had competitors who raised millions of dollars on ‘food-tech’ valuations. I didn't do that. I always treated my brand as a food company, rather than a ‘food-tech’ company. Today, those same competitors are no longer in business.”

Now, the all-cash acquisition – which closed in August 2026 – brings the brand into City Roots’ portfolio of ‘plant-forward’ New York City restaurants. The group is led by chef and restaurateur Guy Vaknin.

Fysh Foods will be integrated into the group’s restaurant locations, with its plant-based raw fish concept ‘reimagined for sit-down dining’ formats alongside City Roots’ existing plant-based menus.

Additionally, City Roots noted plans to expand the brand’s presence beyond its current New York City footprint as it continues to grow its restaurant portfolio. Specific timelines and locations for the expansion have not yet been confirmed.

Fysh Foods’ acquisition marks one of the first times an influencer-led food brand has moved directly into a restaurant portfolio, rather than remaining in retail or e-commerce.

Biglary concluded: “The most important thing a founder should know is when to let someone else take the wheel. Chef Vaknin has the momentum, experience and team needed to catapult Fysh Foods to the next level. I can't wait to watch it happen.”

Top image: © Fysh Foods