UK retailer Tesco will offer Leroy Seafood’s Norwegian Fjord Trout in selected stores with year-round availability starting Oct. 3.
The fish has been tested in restaurants across the United Kingdom with a positive reception from consumers over the past few months.
So far, only Tesco has joined this campaign to raise awareness of the product, but Norwegian producers expect other retailers to follow suit in the near future.
Fjord Trout will be sold as fillets across selected Tesco fresh fish counters.
Leroy Seafood -- the largest Norwegian producer of this fish -- will be exporting the product, while Icelandic Seachill will be importing it and marketing at Tesco at a retail price of approximately £12.50
