Oshi expands U.S. presence with launch at Lucha Cantina, Illinois

USA – Israeli plant based salmon company Oshi has made its debut at Lucha Cantina in Illinois, marking another significant step in the company’s expansion across the Midwest. 

This move is part of Oshi’s broader strategy to bring sustainable alternatives to traditional seafood to American consumers.

Founded in March 2021 by a team that includes Ofek Ron, Ron Sicsic, PhD, Ariel Szklanny, PhD, and Hila Elimelech, PhD, Oshi specializes in producing plant-based salmon. 

The company recently completed a six-month setup of manufacturing equipment and finalized the opening of a co-manufacturing facility in the United States, positioning itself for future growth in the region. 

The company’s production method, known as modular layering, involves layering fat between blended plant proteins and algae extracts to replicate the texture of real salmon, according to Oshi.

As part of its U.S. strategy, Oshi plans to take a phased approach, starting with a foodservice launch in 2024, followed by retail distribution. 

The company aims to tap into the growing U.S. market for plant-based meat substitutes, which has seen significant growth over the last two decades.

The U.S. plant-based foods sector is valued at approximately US$8 billion, with meat substitutes being the second most valuable category after milk alternatives, which account for US$2.8 billion. 

However, despite the market’s expansion, over half of U.S. consumers have yet to try plant-based meats, and a quarter remain hesitant about incorporating them into their diets.

Oshi’s U.S. entry comes at a time when interest in sustainable food solutions continues to grow, driven by increasing demand for environmentally friendly alternatives to animal-based products.

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