Burgeoning salmon brand Mowi has added its first lines aimed at the rising organic food trend.
Organic Scottish Salmon Fillets (rsp: £6.50/240g) and sliced Organic Scottish Smoked Salmon (rsp: £7/100g) come from fish raised on the west coast of Scotland.
The animals were reared, using fully traceable organic feed, “to the highest standards before they are expertly trimmed and/or smoked and packed in Fife” Mowi said.
The two new products rolled out today (2 February) on Ocado, aimed at “growing consumer demand for organic food” the brand added. “In 2021, less than 1% of the fresh salmon market value was organic, but it has grown at three times the market average.”
Mowi was “delighted that Ocado is offering the contemporary premium Mowi brand” said head of sales James Cowan. “Being a leader in Scotland to offer superior-grade organic salmon, we had to include these delicious products. Like Ocado, we have an interest in sustainability.”
The online retailer, meanwhile, was “pleased to be offering our customers an even greater selection of organic fish than before” said its buying manager for fish Martha Springham. Mowi stood “for high animal welfare and responsible farming, which aligns perfectly with Ocado’s commitment to sustainability and delivering great-quality produce to our customers”.
Norwegian seafood supplier Mowi launched its eponymous salmon brand into UK grocery last March. Enjoying a strong start in Sainsbury’s with a three-strong range, it went on to secure listings with the likes of Tesco and Amazon Fresh.
The premium brand claims to be the only salmon supplier to operate through the whole food chain, including making its own feed and preparing its fish for supermarkets.
In November, its parent company – formerly known as Marine Harvest – revealed a major decline in sales and profits, driven by higher fish mortality and price deflation.
The business suffered a 72.4% fall in operating profits to £26.4m in the year ending 31 December 2020, while turnover fell 11% to £357.3m.