Mowi CP of Americas, a subsidiary of Bergen, Norway-based salmon-farming firm Mowi, is unveiling new packaging across several brands at the 2026 Seafood Expo North America (SENA).
At this year’s SENA, the subsidiary is highlighting both its core product lines along with new products across fresh, smoked, and frozen salmon categories. Additionally, it is rolling out a new packaging identity, designed to rejuvenate its Mowi, Ducktrap, and Marine Harvest by Mowi brands.
Ducktrap’s new packaging in particular, developed over many months, will begin rolling out in 2026 and transition fully through 2027, according to the firm.
“SENA is where our brands, our people, and our ambition truly come together,” Mowi CP of Americas Senior Director of Marketing and Category Diana Dumet said. “This year, we're raising the bar with a completely new booth experience, exciting product innovations, and a bold new packaging direction that signals where we're headed next.”
The firm is also hosting celebrity chef George Duran at the event, who will prepare a curated menu featuring Mowi and Ducktrap products, including Mowi’s Fjord Salmon Burger and Ducktrap's Hot Honey Cold Smoked Salmon, Hot Honey Smoke Roasted Salmon, and Lightly Smoked Salmon.
Elsewhere, the company is expanding its Mowi edutainment platform to the U.S. market in an attempt to get more Americans to grow confident in cooking seafood.
“As salmon continues to be one of the most nutritious – yet misunderstood – proteins on the plate, Mowi continues to invest in content that meets consumers where they are. From curious first-time buyers to seasoned salmon lovers and culinary connoisseurs, Mowi’s growing ecosystem of videos, podcasts, chef collaborations, and digital storytelling is designed to build confidence, spark creativity, and deepen understanding of salmon and aquaculture,” the company said.
Mowi’s edutainment platform includes the Mowi Salmon TV YouTube channel, which features video collaborations showcasing influencers, nutrition experts, and chefs, including Pauline Allor and Duran.
On the page, Mowi will also launch a new video series, “Restaurant Spotlight – Salmon on the Menu,” which premieres in March. The original series is directed by James Ogle and hosted by Duran, who visits restaurants and connects with chefs to explore how salmon is sourced, prepared, and celebrated when dining out.
Mowi also has exclusive content on MOWI Salmon TV featuring Chef Alex Trim, a Michelin-star chef, sharing his perspectives on salmon and its place in modern dining.
