Salmon

Inside Mowi’s campaign to win UK shoppers

Mowi marketing manager Jo Nola wants a bigger share of the UK's stomachs.

Although the UK chilled salmon market is largely dominated by private label brands — many supplied by Mowi — the company aimed to develop a consumer-facing brand that could both complement retailer labels and stand out on its own.
Although the UK chilled salmon market is largely dominated by private label brands — many supplied by Mowi — the company aimed to develop a consumer-facing brand that could both complement retailer labels and stand out on its own.Photo: Shutterstock
Published 12 August 2025, 04:17Updated 12 August 2025, 06:24
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