Finnish foodtech and aquaculture company Finnforel has expanded its farmed rainbow trout offering to supermarkets in the United Arab Emirates.
LoHi products have already made their debut in the Middle Eastern market with the start of sales in selected LuLu Hypermarket stores in Dubai. Additional retail partnerships with selected ADCOOP and Carrefour supermarkets are set to begin in the coming months, Finnforel said.
In Finland, the company has already had success with its domestic brand Saimaan Tuore.
Finnforel’s farm utilises recirculating aquaculture (RAS) technology, with the rainbow trout achieving a 700-gram harvest weight within a year.
“We don’t see ourselves as fish farmers; we are a food tech company,” Finnforel CEO Nora Hortling said. “Our mission is to change the way fish gets on our plates globally. Our model is built on technological innovation and total control of the value chain, from fish eggs to final fillet, ensuring premium quality and sustainability from start to finish.”
According to Finnforel, the 2025-launched LoHi brand specifically addresses the lifestyle needs of UAE consumers who prioritise health, convenience and sustainability. The product is available in 150-gram individual fillet servings and 340-gram double packs, designed for quick preparation.
The name LoHi is a nod to the Finnish word for salmon (lohi) and a statement of its low-waste, high-taste positioning.
“The UAE represents a natural next step for us as we build towards becoming the world’s first truly global fish brand.” Hortling said. “Even though it is now a cosmopolitan hub in the Gulf, the local cuisine is heavily influenced by its past as a fishing community, and the region’s growing focus on aquaculture innovation makes this market particularly exciting for us.”
Lulu Hypermarket is the first local retailer to roll out sales of LoHi products, with selected ADCOOP and Carrefour supermarkets set to follow in the coming months. These partnerships mark an important milestone in Finnforel’s global growth strategy, bringing its clean-label, ready-to-cook rainbow trout fillets to health-conscious and sustainability-minded consumers in a region with deep culinary ties to the sea.
“We’re excited to partner with Finnforel to bring this innovative, sustainable fish product to our customers,” Lulu Hypermarket Group Meat & Fish Manager Gary Backhouse said. “The premium Nordic quality coupled with convenience, health benefits and stable pricing aligns perfectly with what our diverse customer base is seeking.”
Finnforel said the UAE region’s seafood market is projected to grow by 5.56% through 2029, reaching almost US$ 3.3 billion in market value.
