Mowi Pure premium salmon line launching in US on 15 March

Published on
March 13, 2020

Mowi has shifted the AmazonFresh launch of its new global brand, Mowi Pure, to 15 March following the postponement of Seafood Expo North America/Seafood Processing North America earlier this month.

Originally slated to debut on’s delivery division platform on 14 March to coincide with the expo – which was scheduled to take place 15 to 17 March – the Mowi Pure brand features products made from “a unique breed of sustainably farmed Norwegian Atlantic salmon that can be traced back generations to the wildest rivers in Norway,” the supplier said. Mowi feeds the fish a special diet rich in marine ingredients, producing cuts that are chef-quality, it said.

“With MOWI Pure, we’re challenging the seafood status quo by making chef quality salmon in unique, precision Japanese cuts available to everyone,” Mowi Director of Brands Andreas Johler said.

The launch of Mowi Pure will be accompanied by a wide-reaching digital marketing program featuring influencer partnerships that will generate content spotlighting the line.

“We’ve found that many U.S. consumers are far more worried about cooking fish properly than they are about preparing other proteins. With our long history in the industry, we believe we’re in a position to do more than just bring the best salmon in the world to the supermarket. We can bring it into their kitchens and onto their tables,” Mowi Director of Marketing for Consumer Products Diana Dumet said. “Using the power of marketing, we want to educate consumers, teaching them how to cook and enjoy salmon so it’s ultimately more approachable.”

The brand aims to use “seafood edutainment” to attract consumers, Mowi said, coordinating with renowned chef for a video series – which will highlight recipes and tutorials with cooking techniques – to be released in April.

“Additionally, to increase transparency and elevate consumer trust in the salmon category, Mowi is launching a traceability platform facilitated by QR codes on the product packaging. When the codes are scanned, they will direct consumers to valuable information about origin, freshness and nutrition as well as cooking guides and recipes,” the company said in its press release.

Mowi Pure never-frozen salmon will be released in stores across the U.S. following its launch on AmazonFresh. A smoked product line is also scheduled for release later this year, Mowi added.

Photo courtesy of Mowi

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