Vårlaks launches Arctic salmon in French retail pilot with Carrefour.
Premium salmon brand Vårlaks has entered the French retail market with a pilot launch of its Arctic-raised salmon in selected Carrefour stores operated by Groupe Provencia.
The retail rollout marks the first appearance of Vårlaks products in France, following the brand’s establishment earlier this year as a dedicated unit within Norwegian Seafood (formerly Visscher Seafood Group). The company has positioned the brand to focus on traceable, antibiotic-free salmon sourced from small family farms north of the Arctic Circle.
According to Vårlaks, the partnership with Groupe Provencia is intended to introduce French consumers to a clean-label approach to farmed salmon, with an emphasis on transparency and responsible farming practices.
The brand describes the initiative as a strategic step in its broader ambition to bring premium Norwegian salmon to international retail markets under its own identity. Further expansion may follow based on results from the current in-store testing phase.
Vårlaks operates under Norwegian Seafood Group and is led by unit leader Pieter Kapitein.
