Insula Acquires SALMA Brand from Bremnes Seashore
Bremnes Seashore has signed an agreement to sell the SALMA brand to seafood group Insula. The deal will see Insula take over the development and distribution of one of Norway’s most recognized fresh salmon brands, with products expected to return to Norwegian grocery stores by autumn.
The agreement follows Bremnes Seashore’s decision to terminate the 20-year-old SALMA brand, leading to more than 100 job losses. The company cited challenges in brand management and profitability.
Read more: More than 100 jobs lost as producer terminates 20-year-old brand.
In a joint statement, the companies emphasized Insula’s expertise in branding and distribution as key to SALMA’s continued success.
“SALMA has been crucial to the history of Bremnes Seashore. We are proud to have built a brand that has set the standard for quality and freshness in the Norwegian market. It has been a journey marked by innovation, courage, and skilled people at every level,” said Bremnes Seashore CEO Linda Litlekalsøy Aase.
“Now we are pleased that SALMA has found a new home at Insula – a company with strong brand expertise, a solid distribution network, and, most importantly, talented and engaged people who know the industry well.”
Insula CEO Sigvald Rist highlighted SALMA’s strong market position and the company’s commitment to maintaining and further developing the brand.
“SALMA is a benchmark in Norway’s seafood industry and the result of impressive brand building and product development over many years. We have great respect for the work Bremnes Seashore has done, and we particularly want to thank Olav Svendsen for his role as founder and driving force behind SALMA,” Rist said. “At the same time, we want to acknowledge the efforts of everyone who has contributed to making SALMA what it is today – from production to marketing. We take on this responsibility with humility and look forward to building further together with our own skilled professionals.”
Production of SALMA products will be transferred to Insula’s sister company, SalMar. The transaction is subject to regulatory approval.
