Mowi working with Amazon for launch of new premium salmon line

Mowi has announced that it is launching its new Mowi Pure Salmon premium line on’s delivery division, AmazonFresh.

The company announced in a press release that the new brand will be formally launched on 14 March to coincide with Seafood Expo North America/Seafood Processing North America, which is taking place from 15 to 17 March in Boston, Massachusetts, U.S.A.

The new range is intended to be a never-frozen premium line, and will expand later this year into U.S. retail, with a smoked product line to follow. To start, the product rollout will be on AmazonFresh, which has facilities in Las Vegas, Atlanta, Baltimore, Boston, Chicago, Dallas, Denver, and more.  

“We believe the salmon industry has had the need of a global brand to educate and to bring confidence to the consumers. And a company like Mowi, not only has the infrastructure but the 50 years of experience to bring MOWI Pure globally,” Joe Fidalgo, Mowi’s managing director of the consumer products division of the Americas, said in the release.

To coincide with the launch, Mowi is also planning to utilize YouTube, where the company will collaborate with 19 partners through 2020 to create video content that will help educate consumers on how to cook and handle the product.

“U.S. Consumers are often scared of cooking fish when compared to how confident they are with other proteins,” Diana Dumet, director of marketing for consumer products at Mowi Americas, said in the release.  “As a company with such credentials, bringing the best salmon in the world to consumer’s tables is not enough. We will use the power of marketing to educate consumers on how to cook and enjoy salmon and make it more approachable.”  


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