MIAMI – Seafood company, Mowi, announced the launch of its new global brand, MOWI Pure, a Norwegian Atlantic salmon brand. 

Bred from sustainably farmed Norwegian Atlantic salmon that can be traced back generations to the rivers of Norway, the fish are fed a diet rich in marine ingredients and selected with high quality standard—fresh and never frozen. 

“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 is celebrating the launch by partnering with 19 different YouTube sensations to make videos with foodie tips, experiences and easy-to-follow- cooking ideas. In partnership with renowned chefs the company is also rolling out a video series with recipes and tutorials in April. 

“We’ve found that many US consumers are far more worried about cooking fish properly than they are when preparing other proteins,” said Diana Dumet, director of marketing for consumer products at Mowi. “Using the power of marketing, we want to educate consumers, teaching them how to cook and enjoy salmon so it’s ultimately more approachable.” 

MOWI Pure will be available on Amazon Fresh starting March 15 and will roll out nationwide later this year.