March 29, 2021


Mowi unveils new salmon brand to be sold in UK



Mowi has unveiled on March 24 its new consumer brand, MOWI, that brings a new dimension to fresh salmon chillers in UK supermarkets and a product range that has been described as "standout."


Drawing on over 50 years of salmon expertise, Mowi is championing growth in the salmon category with the UK launch of MOWI's innovative range of premium Scottish salmon products.


MOWI's quality Scottish salmon will be available at Sainsbury's, in-store and online, from March 24 and will be advertised nationally. The launch range will include three unique products; smoked salmon as well as natural and pre-cooked salmon fillets, all using state of the art technology and expertise to consistently deliver excellent quality in every pack. The new range is priced to be an affordable premium option, with recommended retail selling prices from £4.50 (US$6.22).


"We are investing in MOWI to play a dynamic role, inspiring new consumers to eat salmon on new occasions and to inform consumers that not all salmon are equal," said James Cowan, head of sales for Mowi consumer products. "MOWI is high in Omega-3, and fresher than fresh for taste. Retailers who support the MOWI brand will inevitably benefit from a halo of the brand driving traffic to stores.


"We believe we have a fantastic range of salmon lines that will stand out in the retailers' shelves.


"The products are packed to show the top quality, which will be attractive to both new and existing seafood shoppers. We are getting right behind the launch with TV and online advertising, which will drive sales, interest and valuable shoppers to our customers seafood aisles."


- Mowi