Salmon farming giant Mowi’s launch of its premium consumer brand in UK retailers last month is a “natural progression” for the company at a time when salmon sales in the UK are booming.

Mowi is debuting the branded products starting with exclusive listings in Sainsbury’s, but the intention is to roll out the range further into other major retailers and online platforms over the course of the year, James Cowan, head of sales for Mowi Consumer Products, told IntraFish.