Two weeks into the official launch of the first products under the Mowi brand, Norwegian salmon giant Mowi – formerly Marine Harvest – is struggling to keep up with consumer demand.

“We actually have been notified about first out-of-stock in some locations this week; we're hoping that the start of a national media campaign will improve these results even further,” Emilia Schomburg, Mowi’s brand communication director, told IntraFish.

In 2018, Marine Harvest changed its corporate and brand names to Mowi as part of a nearly $40 million company rebranding.