Elevating a Commodity by Creating a Branded, Value-Added Product Line

THE CHALLENGE

Marine Harvest is the world’s largest farmer of sustainable salmon. This Norwegian company wanted to create a line of value-added salmon products that would move them beyond low commodity margins.

OUR WORK

We developed the salmon entrée concept, name, brand identity and master packaging design for Rebel Fish—the first branded fresh salmon in the U.S. We also developed the product line and validated each variety using our Integrated Consumer Insights (ICI) panels. We identified a co-packer and scaled-up the seasonings and sauces.

THE RESULT

The Rebel Fish brand was launched in April 2014 with six SKUs and is available nationwide. We supported the launch with both marketing and sales materials. In 2015, Rebel Fish was nominated for Best Product at Seafood Expo North America.

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