Premium canned salmon segment grows 7% following debut of Thai Union brand’s new range

Editorial Staff

King Oscar, a subsidiary of one of the world’s biggest seafood companies, Thai Union Group has launched a new line of Skinless & Boneless Atlantic Salmon in the United States.

John Engle, President of King Oscar USA, announced the introduction of the new product range at the end of 2023.

The new product line diverges from conventional canned wild salmon offerings by providing hand-packed cuts of farmed Atlantic salmon. This launch aims to elevate the premium canned seafood category and differentiate King Oscar from other seafood brands.

John Engle, President of King Oscar USA. Photo: LinkedIn

Early market data indicates a positive consumer response, with the premium salmon segment expanding 7% on the launch by King Oscar in IRI’s first four-week period ending November 5, 2023 (compared to a -4.4% drop year to date prior to the introduction).

King Oscar, established in 1902 and known for its premium sardines, offers a wide range of canned seafood products. The company, headquartered in Bergen, Norway, is part of Thai Union, a global seafood leader.

Norway-based King Oscar has a strong brand heritage of more than 140 years and is one of the leading canned fish suppliers in Norway, the United States, Poland, Belgium, and Australia.

King Oscar was acquired by Thai Union in 2014.

The Bangkok-based group reported earnings before interest and taxes (EBIT) of THB 8.5 billion ($250 million) for 2022 , a decline of 20 percent year-on-year.


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