Esselunga launches Italy’s first land-based smoked salmon.
Italian retailer Esselunga has introduced the country’s first land-based smoked salmon to its shelves, marking a collaboration between Salmon Evolution and Milarex aimed at meeting growing consumer demand for sustainable seafood.
Available since 9 October under The Icelander brand, the product represents the first time Italian consumers can purchase smoked salmon produced entirely from land-based aquaculture.
“Introducing land-based salmon in partnership with Esselunga allows us to meet that demand and bring real innovation to Italian households,” said Antonio Pellin of Milarex, Salmon Evolution’s sales partner in Italy.
Esselunga’s launch highlights the retailer’s commitment to sustainability and product innovation, according to the companies.
“Being part of Esselunga’s assortment is an important milestone. It shows that leading retailers see the potential in land-based salmon and want to give their customers the option of choosing seafood with a sustainable footprint,” said Odd Frode Roaldsnes, Chief Commercial Officer at Salmon Evolution.
The company said the move signals an important step as it prepares to scale up production capacity in the coming months, enabling wider European distribution.
