Oishii Bids to Double US Retail Doors with New Tiered Portfolio and Lowest-Ever Price Point
Oishii has restructured its strawberry lineup, introducing new formats, price points, and packaging as it works to double its retail footprint from more than 300 locations by the end of 2026. The rollout introduces a Reserve and Premium grade distinction across its three signature varietals, the Omakase, Koyo, and Nikko Berry, and brings its lowest-ever retail price point to market.
Rita Hudetz, Chief Commercial Officer at Oishii, said the tiered structure came out of consumer research with a clear finding. “Our goal has always been to expand access to our products over time. We deeply studied the strawberry category to understand the challenges consumers faced,” she says. “Taste consistency was definitely a challenge, and something we feel we have always overcome, but we also learned that strawberries were a very stressful purchase due to the expense and risk of buying berries, which might go bad before they get eaten.”
