First, the lobster's metabolism is slowed in below-freezing sea water and then it's immersed in the minus-40 degree brine. Liberman said the lobster freezes so quickly that damage to muscle tissue cells from the formation of ice crystals is minimized.

The lobsters are then thawed in 28-degree sea water. A marketing video from the company shows the lobsters freely wriggling around after about two and a half hours.

The first time they tried it, Trufresh froze about 30 lobsters and two came back to life, Liberman said. But the company wasn't in the lobster business and never pursued it.