Commercially, capelin is used for fish meal and oil industry products, but is also appreciated as food. The flesh is agreeable in flavor, resembling herring. Capelin roe ("masago") is considered a high-value product. It is also sometimes mixed with wasabi or green food coloring and wasabi flavor and sold as "wasabi caviar". Often," masago" is commercialized as "ebiko" and used as a substitute for "tobiko", flying fish roe, owing to its similar appearance and taste —although the mouthfeel is different due to the individual eggs being smaller and less crunchy than tobiko.