Oshi Launched Plant-Based Seafood in Hy-Vee Stores

The company has expanded its plant-based whitefish distribution into 123 supermarket locations across the country.

Updated on Oct. 6, 2026 in Vegetarian

Bold vector editorial illustration of a raw plant-based fish fillet on a wooden board, emphasizing fresh, sustainable food. — Oshi has expanded its plant-based whitefish distribution into 123 Hy-Vee supermarket locations across the United States, increasing consumer access to sustainable seafood. AI Illustration. Upload story photo >

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Would you try plant-based seafood products if they were available at your local grocery store?

Oshi has officially launched its line of plant-based seafood products in 123 Hy-Vee supermarket locations. This expansion represents a significant step in the brand's efforts to increase consumer access to its meat-free alternatives.

Why it matters

The move broadens the availability of sustainable seafood alternatives for shoppers nationwide. It marks another milestone for the company following its entry into the U.S. restaurant market last year.

Oshi products are now available in 123 Hy-Vee stores, adding to existing retail footprints at eight Bristol Farms locations and 14 Better Health Markets. Customers can locate specific products using the tool on the company website.

The players

Oshi

This food technology company produces plant-based seafood alternatives and was originally founded as Plantish.

Hy-Vee

This is a supermarket chain with headquarters located in West Des Moines, Iowa.

KeHE

This company is a national distributor that signed a distribution agreement with Oshi in early 2026.

Bristol Farms

This is a California-based specialty grocery store chain that carries Oshi products.

Better Health Markets

This grocery chain operates 14 locations in Michigan and currently stocks Oshi seafood alternatives.

The details

The rollout is supported by a distribution agreement signed in January 2026 with KeHE, alongside supply partnerships with UNFI. Oshi, which debuted its whitefish line in May 2026, continues to grow its presence following its founding in Israel.

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 company launched its whitefish line in May 2026.
A rollout at Whole Foods Market is scheduled for December 2026.

Culture Shift

This retail expansion reflects a growing consumer demand for sustainable seafood alternatives in the American marketplace. The brand's trajectory from restaurant testing to widespread retail availability signals a maturing shift toward plant-based options in traditional diets.

Shoppers at participating Hy-Vee locations can now purchase plant-based whitefish during their regular grocery trips. Interested consumers can verify product availability at their nearest store by using the official locator on the Oshi website.

The takeaway

Plant-based seafood options are increasingly moving from specialty shops into major mainstream supermarket chains. Readers can check their local supermarket inventory online to see if these sustainable alternatives are available in their neighborhood.