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.

The products are processed and packed at Mowi’s Rosyth plant in Scotland, which also does the private label salmon business for Sainsbury’s, and the items are currently available in several hundred stores across the UK.