Was ist das? Japanisches Lebensmittel?

This is called Narutomaki and is comparable to Surimi. It is made similar to liver cheese only with fish instead of meat.

Narutomaki are a popular insert in noodles. They are named after the spiral pattern, which is to remind of the whirlpools in the sea in Naruto Street, which occur between the Japanese island of Shikoku and the smaller Awaji island, which lies between Shikoku and the Japanese main island of Honshu and which Honshu is connected by bridges with Shikoku.

The name of Naruto from the Manga/Anime is not derived from it.