Elevating a Commodity by Creating a Branded, Value-Added Product Line
Mowi (known as Marine Harvest pre-2019) is the world’s largest farmer of sustainable salmon. This Norwegian company wanted to create a line of value-added salmon products for the US market that would move them beyond low commodity margins.
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 Consumer Guidance Panels, which included multiple rounds of Home Use Testing (HUT) of the salmon. We identified a co-packer and scaled-up the seasonings and sauces.
The Rebel Fish brand was launched in April 2014 with six SKUs and was launched 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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