Oshi Plant-Based Seafood Expanded to Hy-Vee Stores
The plant-based brand has reached 123 supermarket locations, increasing availability for shoppers nationwide.
Updated on Oct. 6, 2026 in Vegetarian
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Oshi has launched its plant-based seafood products in 123 Hy-Vee supermarket locations. This expansion makes the company's alternative whitefish line more accessible to shoppers across the store network.
Why it matters
The move signifies the continued growth of plant-based protein options in traditional retail environments. Access to varied meat alternatives in supermarkets allows more consumers to integrate plant-forward choices into their regular shopping habits.
Oshi has expanded its retail presence to 123 Hy-Vee locations, joining the 8 Bristol Farms stores and 14 Better Health Markets sites that carried the product as of August 2026. Data on the overall market share of this specific plant-based whitefish compared to others remains unknown.
The players
Oshi
A food technology company that specializes in plant-based seafood alternatives.
Hy-Vee
A supermarket chain headquartered in West Des Moines, Iowa, operating throughout the Midwest.
KeHE
A national wholesale food distributor that manages supply chain logistics for natural and organic products.
Whole Foods Market
A national grocery chain specializing in organic and natural food products.
The details
Oshi products are supplied to retailers through national distribution agreements with KeHE and UNFI. The company, originally founded as Plantish in Israel, creates its alternative seafood products using plant-based ingredients designed to mimic the texture of whitefish. Consumers can verify local availability through a store locator tool maintained on the company website.
Timeline
Oshi was founded as Plantish in Israel in 2021.
The company rebranded to Oshi in 2023.
A distribution agreement with KeHE was signed in January 2026.
The whitefish line launched in May 2026.
A rollout at Whole Foods Market is planned for December 2026.
Health Landscape
The expansion reflects the broader integration of plant-based seafood analogues into standard dietary options. This shift represents a transition from specialty dining to the mainstream supermarket, aligning with growing consumer interest in plant-forward protein sources.
When exploring new plant-based protein sources, consider reviewing the sodium and saturated fat content on product labels compared to conventional fish. If you are managing specific dietary restrictions, it is worth discussing the inclusion of these processed alternatives with your doctor.
The takeaway
Plant-based seafood options are becoming more widely available in large supermarket chains across the country. Check local store locators if you are interested in exploring these meat alternatives as part of a plant-forward meal pattern.
What happens next
Oshi is scheduled to begin a retail rollout at Whole Foods Market locations in December 2026.
Further reading
Learn more about incorporating plant-based proteins into your diet in our Vegetarian section.
Source note: This article includes information reported by vegconomist - the vegan business magazine.
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Would you try plant-based seafood products if they were available at your local grocery store?
