Seafood company Mowi has launched its new global brand, MOWI Pure, available in the US on Amazon Fresh from 15 March 2020.
MOWI Pure products are made from a single breed of sustainably farmed Norwegian Atlantic salmon fed a special diet that is said to be richer in marine ingredients than other feeds in the industry.
“With MOWI Pure, we’re challenging the seafood status quo by making chef quality salmon in unique, precision Japanese cuts available to everyone,” said Andreas Johler, managing director of brands at Mowi.
MOWI Pure is made following responsible farming and harvesting practices explained Joe Fidalgo, managing director of the consumer products division of the Americas at Mowi. “For over 50 years, Mowi’s strong commitment to protecting the environment and its inhabitants has been at the centre of our innovation in the industry,” he said. “With MOWI Pure, we’ve reached new heights, not only as an achievement in taste and quality, but as a breakthrough in sustainable processes.”
Mowi is celebrating the launch with a digital marketing program, including influencer partnerships. Throughout 2020, Mowi will collaborate with 19 different YouTube vloggers to create authentic videos with tips, experiences and cooking ideas.
The company is also preparing a video series for release in April featuring recipes and tutorials and is launching a traceability platform facilitated by QR codes on the product packaging. Initial distribution is through Amazon Fresh with products available in US stores later in the year. A smoked product line is also scheduled for release later in 2020.
