Just over five years ago, Mowi launched the “Mowi” brand in the U.S. after changing its name from Marine Harvest effective 1 January 2019.
The name harkened back to its roots, as the company was originally founded as Mowi more than five decades before the name change. The company later launched its Mowi brand in the U.S. on 20 March 2020 as part of a push to de-commoditize salmon in the global market and develop stronger brand recognition.
Five years later, at the 2025 Seafood Expo North America (SENA) – which ran from 16 to 18 March on Boston, Massachusetts, U.S.A. – Mowi Senior Director of Marketing Diana Dumet told SeafoodSource it has been achieving those initial goals despite the unforeseen external challenges that developed along the way.
Dumet said the push for Mowi to have a stronger value proposition with all of its salmon has been working, as consumers are recognizing its products outside of just “salmon” and are seeking it out specifically. She said across multiple different KPIs and product reviews Mowi salmon is specifically called out and recognized for quality.
Currently, the company is selling roughly 32 SKUs across 27 U.S. states, and at SENA, the company was exhibiting several product lines including its Mowi Atlantic Salmon Fresh, Never Frozen; Mowi Atlantic Salmon Smoked; Mowi Atlantic Salmon Coated Breaded; and Mowi Atlantic Salmon Frozen in a Box.
The company also showcased the “Fjord burger,” a salmon burger product that Dumet said will be launching in a few months.
According to Dumet, Mowi’s skinpack products were among the first that were sold in the U.S., and it maintains multiple facilities capable of processing salmon into skinpack packaging for retail sale. Those facilities allow it to cover multiple regions with fresh product, she said.
Dumet said one of the goals for Mowi’s brand is to develop more consumer segments through offering a wider range of products that can appeal to different types of customers. Some of the company’s products are geared toward individuals looking for something healthy to eat, while others are geared toward whole families, as it tries to capture a wider array of consumers.
“We want to be accessible premium,” Dumet said.
Another way Mowi is working to catch consumer attention is through its Good Housekeeping Seal. The company first earned it in 2024 and recently earned the seal for the second year in a row, Dumet said.
The company has also recently earned a YouTube Creator Award for reaching 100,000 subscribers on its YouTube channel.
“Right now, we’re almost at 310,000 subscribers,” Dumet said. “We are owning the entertainment space as it relates to salmon.”
The company has partnered with celebrity chefs to create cooking tips for consumers as it works to create resources that further reduce the barrier for entry for home cooks looking to prepare salmon for the first time.
“We’ve done a lot of content in that sense like cooking tips, recipes, showcasing where the salmon comes from,” Dumet said. “We also have a small series that we’ll start in a few weeks called ‘salmon 101.’”
That new series will show everything from the origins of Mowi’s salmon, its sustainability credentials, the types of feed it uses, on through the final steps of consumption.
“We’re getting more sophisticated in the world of entertainment,” Dumet said.
The company is also working on a new program to work directly with customers where they can work with chefs and learn more about how to cook Mowi’s products.
Dumet said the company is also planning launches in the foodservice space in the U.S., but could not share the full details yet. However, she said the overall goal of the company is to expand in the U.S. market.
“It has more opportunities for growth,” Dumet said. “Salmon is super well established in the European market. If we increase the consumption of seafood per-capita in the U.S., there will be a higher impact in general.”
The size of the market, coupled with the economic power and sophistication of consumers, is opening up new avenues for its products.
“What we intend to do is grow the consumption of seafood in general,” she said.
