Retailer Asda announced a new partnership with Seafood from Norway and New England Seafood for the supply of line-caught Norwegian cod and Norwegian haddock at 400 stores across the United Kingdom.
Asda pointed to the quality of Norwegian seafood and the yield derived during processing at New England Seafood’s plant in Grimsby as key drivers behind the decision.
Norway is already responsible for 33 percent of haddock and 24 percent of cod consumed in the UK market.
Asda will launch a number of in-store visuals such as the Seafood from Norway logo on packs, and marketing initiatives to promote the partnership.
