Marine Harvest Expands Rebel Fish salmon line

After launching during last year’s Seafood Expo North America, Marine Harvest is expanding its Rebel Fish line to new U.S. regions and adding flavors.

The line of six microwavable salmon entrees currently has limited distribution in Stater Bros. Markets in Southern California and Fry’s Food Stores in Arizona.

However, in the next few weeks, a large U.S. East Coast retailer will begin carrying the line, along with a Northwest U.S. retail chain. “We are in the process of adding a large retailer, which will be distributed out of our Miami processing facility, as well as a retailer in the Northwest, which will be distributed out of our Los Angeles facility,” Linda Purkiss, director of marketing and new product development for Marine Harvest, told SeafoodSource.

Purkiss declined to name the new retailers that will be carrying the line. However, she indicated that Marine Harvest executives are “very pleased with the reception we are receiving of Rebel Fish. We are providing the consumer with what they are looking for — fresh, convenient, easy to prepare and multicultural flavors of a very healthy food. We look forward to continue to see Rebel Fish grow.”

In addition to the expanded retail sales, Marine Harvest will be adding marinated entrees to its line, debuting at the 2015 Seafood Expo North America, 15 to 17 March. Rebel Fish’s current dry-rub flavors include Thai Chili, BBQ, Cilantro Lime, Cajun Blackened, Lemon Pepper Herb and Mesquite Sea Salt.


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