USA – Oshi has announced its partnership with Wix to supply its plant-based salmon to the company’s US headquarters.
Employees at Wix’s New York office can now access Oshi products directly from their office fridges, offering a sustainable and convenient dining option for lunch or dinner throughout the week.
This collaboration aligns with Oshi’s mission to promote environmentally friendly food alternatives.
Oshi, an Israeli company specializing in plant-based salmon, is expanding its reach in the United States, having recently debuted its products at Lucha Cantina in Illinois.
Founded in March 2021 by a team including Ofek Ron, Ron Sicsic, PhD, Ariel Szklanny, PhD, and Hila Elimelech, PhD, Oshi focuses on creating sustainable seafood alternatives.
The company has finalized the setup of manufacturing equipment and opened a co-manufacturing facility in the U.S., a strategic move for future expansion in the region.
Oshi employs a production technique called modular layering, which combines fat with blended plant proteins and algae extracts to mimic the texture of traditional salmon.
As part of its strategy for entering the U.S. market, the company plans to initially launch its products in foodservice settings in 2024, followed by retail distribution.
The U.S. market for plant-based foods is estimated at around $8 billion, with meat substitutes being the second most valuable category after milk alternatives, which account for approximately US$2.8 billion.
Despite this growth, more than half of American consumers have not yet tried plant-based meats, and a significant portion remains reluctant to include them in their diets.
Oshi’s entry into the U.S. market comes amid a rising interest in sustainable food options, as consumers increasingly seek environmentally friendly alternatives to animal-based products.
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