Mowi has been rapidly rolling out its new branded salmon product range all over the world this year and, in the United Kingdom at least, is proving that there is space for new brands to make a mark in the chilled cases at supermarkets.
The Norwegian salmon giant in September launched across 394 Tesco stores nationwide in the UK, following its debut in the country with Sainsbury’s in March and subsequent listings in Amazon Fresh.
It is the first time Mowi has supplied Tesco with a finished, branded product in the UK.
