Seven weeks ago, Milarex relaunched its ArcticFish smoked salmon brand in the German market, bringing in a “new and modern design for a sustainably aware audience.”

With a contemporary look and a focus on the company's sustainability credentials, the new design is "a positive differentiator in a cluttered smoked salmon category,” Lukasz Dragunowicz, retail sales director at Milarex, told IntraFish.