Mowi, fresh off strong Sainsbury's performance, lists branded salmon with Amazon Fresh in UK

The group launched its consumer brand of premium salmon products into the United Kingdom for the first time in March.

The Mowi salmon range -- including fillets and smoked salmon -- is now available to order via Amazon Fresh to an ever-increasing range of postcodes, the company announced on Aug. 2.
The Mowi salmon range -- including fillets and smoked salmon -- is now available to order via Amazon Fresh to an ever-increasing range of postcodes, the company announced on Aug. 2.Foto: Shutterstock

Norwegian salmon giant Mowi has secured listings of its consumer brand of premium salmon products with Amazon Fresh in the United Kingdom, further building on its aggressive global rollout.

The Mowi salmon range -- including fillets and smoked salmon -- is now available to order via Amazon Fresh to an ever-increasing range of postcodes, the company announced Aug. 2.

"Consumer trends are changing all the time and, as seen with the growth of Deliveroo, impulsive shoppers who decide that day what they want for dinner that night expect to have a wider choice," said Jo Nola, marketing manager at Mowi.

The UK is the first place where Amazon is rolling out this food delivery model, said the company, "so we are delighted to be part of it."

Mowi launched its brand into the United Kingdom for the first time in March this year, starting with exclusive listings in Sainsbury’s.
At the time, James Cowan, head of sales for Mowi Consumer Products, told IntraFish the launch was a “natural progression” for the company at a time when salmon sales in the UK are booming.

Cowan added that the company intended to roll out the range across other retailers and online platforms this year.

Mowi has performed "extremely well" in its first 12 weeks in-store since launch, the company said in an update, with data showing more than 53 percent of Mowi sales have been incremental to Sainsbury’s.

Analysis shows that 6 percent of sales came from new shoppers to the store, 18 percent of sales were generated by new shoppers to the chilled case and 29 percent of sales were incremental through an additional Mowi pack being added to the basket.

Over 36 percent of sales were from repeat customers, Mowi added.

"Mowi has supported its key retail partner and it’s encouraging to see these results after such a short time," said Cowan.

"Our brand tracking survey shows that 47 percent of Sainsbury’s shoppers would seriously consider buying Mowi so there is more to come."

Steady rollouts across Europe

The salmon producer started its brand rollout with similar listings in France and Poland over a year ago, but has been ramping it up this year.

Following the Sainsbury's rollout in March in the UK, the group launched its "MOWI Essential" Atlantic salmon line in retailer Target across the United States in April.

The Signature products are available in Italian retailer Esselunga, while the Gourmet range will be rolled out in Coop, Carrefour and Bennet.

The group saw volume sales for the division climb 18 percent to 61,578 metric tons -- a record high for a first quarter, with revenues up 9 percent at €685.5 million ($836.8 million).

The brand rollout is not expected to slow down. A launch in Spain is next, and Mowi is also reportedly addressing markets in Chile, Brazil and Colombia, said CEO Ivan Vindheim at the company’s first quarter presentation.

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Published 12 August 2021, 09:31Updated 12 August 2021, 13:40
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