Mowi launches "Mowi Essential" salmon line at brick-and-mortar stores across US

Published on
April 28, 2021

Mowi Consumer Products (Mowi CP) has announced that it is introducing its Mowi Essential salmon line at brick-and-mortar stores across the U.S.

Mowi CP initially launched its global consumer salmon brand in 2020, and launched its Mowi Pure brand on AmazonFresh in March 2020. Now, its Mowi Essential product line – Atlantic salmon packaged in transparent skin-packs – is being introduced to Target's more than 1,800 stores nationwide.

“We are excited to partner with Target to introduce our global brand to serve their customers. Mowi Essential is the perfect match for this retail partner,” Mowi CP of the Americas Sales Director Robert Clark said. “Their commitment to certified seafood category excellence has been instrumental to growing the category in the U.S. market.”

The new launch adds to the products the Mowi brand has been offering to retail customers. Including the Mowi Essential line, the Mowi brand now has 17 SKUs across its Mowi Gourmet, Mowi Essential, and Mowi Smoked product lines.

Mowi Essential, the company said, will allow Target customers to “enjoy farm-raised Atlantic salmon that meets the Aquaculture Stewardship Council’s global standards for responsibly farmed seafood.”

“While seafood in retail space overall continues acquiring shelf-space from other protein options, Target has proven to be a true partner to educate consumers about seafood,” Mowi CP of the Americas Managing Director Joe Fidalgo said. “Target seeks to offer the variety that consumers request, selecting quality and uniqueness to raise the bar for the category in the U.S. market. We are grateful for Target’s support to continue building a category that will innovate and also for the opportunity to place the Mowi Essential line at their stores.”

The company plans to support the launch with a holistic marketing program via branded content on radio, T.V., food publications, and social media.

“Produced with high standards that Mowi can bring after 50 years of experience, Mowi Essential is affordable to our customers and with perfect cuts for those everyday meals,” Mowi said. “Mowi is proud to introduce the goodness of Mowi to Target shoppers.”

Photo courtesy of Mowi Consumer Products of the Americas

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