Clear Linerless Label for Fish Pack is One of Many Firsts

摘要

The world's largest sustainable seafood farmer, Mowi ASA (formerly Marine Harvest ASA) of Norway, is known as somewhat of a trailblazer. In April 2014, it introduced the first branded refrigerated fresh salmon product in the U.S., its Rebel Fish line, comprising six microwavable salmon entrees. According to the company, its mission with the Miami-based Rebel Fish brand is to change how consumers think about seafood by "Rebelutionizing the world of fish." The products pair culinary-inspired seasoning rubs with fresh, never frozen, salmon that is quick and easy to prepare. "We pack it and you do the rest-no mess, no stress," says the Rebel Fish website. In 2018, the company decided to update its packaging from a vacuum skin pack with an opaque tray and a paper-board sleeve to a VSP with a clear tray and a transparent film label-a format quite popular in Europe, but one that would be a first for the U.S. seafood market. "We were collaborating with local designers to bringto lifea very European packaging concept that had generated a lot of excitement here at Mowi, so the pressure was on," says Rachael Aguirre, Marketing Manager for Mowi USA.