French supermarket chain Supermarché Match is launching a new line of fresh salmon supplied by Norway's Lingalaks and fed with marine algae oil from Veramaris.

Since October, Lingalaks has been feeding the salmon a diet developed and manufactured by feed producer Skretting. the feed includes omega-3 EPA and DHA containing algae oil from Veramaris as an alternative to fish oil from wild-caught fish.

In January German retail chain Kaufland, part of the German Schwarz Group, became the first retailer to feature the product, according to Lingalaks.

“The salmon we are now able to offer to our customers is rich in omega-3 EPA and DHA from natural marine algae. This is our contribution to conserving marine resources,” said Nicolas Baroux, head of procurement at Supermarché Match.

Feeding salmon with natural marine algae oil resonates strongly with increasing consumer demands for nutritious, sustainably farmed seafood, Veramaris said in its announcement of the Supermarché Match development.

In France, 93 percent of salmon consumers say that omega-3 content is "somewhat, very and extremely important when purchasing salmon," meaning omega-3 content is among the top five reasons for consuming salmon. according to Veramaris market data.

“Omega-3 EPA and DHA are at the very core of the salmon brand-promise, making salmon a food choice consumers can count on when it comes to health benefits," Veramaris CEO Karim Kurmaly said. "This is our contribution to differentiate salmon and support retailers in increasing their fair share index of the salmon category.”

Veramaris has invested over $200 million in a new plant in Blair, Nebraska, which will make omega-3 oil from marine algae, relying on locally sourced sugar for its fermentation process.

The plant is scheduled to open in mid-July.