Soon after launching in Target stores across the United States, Mowi Consumer Products is introducing its Mowi Essential salmon line in Anaheim, California, U.S.A.-based Northgate Gonzalez Market, which focuses on Latinx shoppers.
Mowi CP initially launched its global consumer salmon brand in 2020, and rolled out its Mowi Pure brand on AmazonFresh in March 2020. Now, its Mowi Essential product line – Atlantic salmon packaged in transparent skin-packs – is launching in Target’s 1,800 stores, plus Northgate’s 40 stores across California.
Northgate is a staple with many generations of Latinx consumers who “expect their seafood space be populated with great variety and quality,” Mowi said in a press release.
“Marketing Mowi Essential to the largest growing segment in our market is important and strategic to continue growing the salmon experience among consumers. There is a lot of diversity among Latinx with growing needs, food trends, and tastes — from Mexico, Caribbean, to Central and South America,” Mowi Consumer Products of the Americas Marketing Director Diana Dumet said. “It is an exciting time to incorporate Mowi salmon with Latin flavors and fusions. Salmon should be top of mind as consumers explore diverse seafood for their everyday meals."
Northgate will be featuring six Mowi Essentials products, including the core line as well as pre-seasoned cuts such as Monterey Style and Garlic Herb. Mowi is also developing more pre-seasoned cut flavors.
The Essentials line at Northgate will be supported by a bilingual marketing campaign via local radio stations, YouTube, foodie influencers, digital platforms, local TV advertising, and marketing channels.
“For Mowi, it is important to produce great content and marketing activations in English and Spanish,” the company said.
Photo courtesy of Mowi and Northgate Gonzalez Market
