Plant-Based White Fish is launching at Expo West

Edited by The VEGPRENEUR Team

This week, Oshi announced it is expanding its portfolio beyond salmon with the preview of a new 100 percent plant-based white fish filet, marking a notable milestone for the fast-growing brand.

For the VEGPRENEUR community, the news carries added significance. Oshi was recognized as a VEGPRENEUR Awards 2025 winner, underscoring the company’s growing influence within the next generation of food innovators.

Building on Whole Cut Momentum

Oshi first made waves in the alternative protein space as the creator of what it describes as the world’s first plant-based salmon filet. Rather than focusing solely on minced or processed formats, the company has prioritized whole cut seafood analogs, one of the more technically challenging and commercially promising frontiers in plant-based innovation.

The newly announced white fish filet represents the company’s next strategic step.

According to founder communications, the launch is part of Oshi’s broader mission to reinvent seafood through whole-cut plant-based technology. If successful at scale, the expansion into white fish could significantly broaden the brand’s total addressable market, given the global popularity and versatility of white fish species across foodservice and retail.

Why White Fish Matters

From a category standpoint, white fish is a logical and potentially high-impact move.

While plant-based salmon has captured early attention, white fish formats such as cod, pollock, and tilapia represent enormous global consumption volume, particularly in foodservice applications, quick service restaurants, frozen retail, and prepared meals.

For buyers and operators, a convincing plant-based white fish unlocks menu flexibility that goes far beyond specialty seafood occasions. It also positions companies like Oshi to compete in mainstream seafood replacement rather than niche premium segments.

Strategic Timing at Expo West

Oshi will preview the new filet at Expo West 2026 in Anaheim, one of the most important stages for emerging CPG and foodservice innovation.

Attendees will be able to sample the product at Booth 8512, offering early feedback from retailers, distributors, investors, and foodservice operators. For growth-stage alternative protein companies, Expo West tastings often serve as a critical inflection point for buyer conversations, distribution discussions, foodservice pilots, and investor visibility.

The timing suggests Oshi is entering a new commercial phase as it broadens its product platform.

What This Signals for the Category

For the broader plant-based seafood sector, Oshi’s expansion highlights several key trends the VEGPRENEUR community should watch closely.

1. Whole cut is the new battleground. Texture realism and format authenticity continue to separate next-generation players from earlier plant-based iterations.

2. Portfolio expansion is accelerating. Brands that began with a single hero SKU are increasingly building multi-species platforms to capture more shelf and menu space.

3. Foodservice remains a critical proving ground. White fish formats in particular may see faster adoption in foodservice before broad retail penetration.

4. Awards validation is translating into market momentum. Oshi’s VEGPRENEUR Awards recognition now appears to be aligning with continued product innovation and category leadership.

The Bottom Line

As plant-based seafood moves into its next phase, the companies that can deliver convincing whole-cut experiences across multiple species will likely define the winners of the next decade.

With the preview of its new plant-based white fish filet at Expo West 2026, Oshi is making a clear statement that it intends to be one of them.

For members of the VEGPRENEUR community attending the show, Booth 8512 may be one of the more important stops on the floor.