Salmon Evolution and Milarex have launched land-based smoked salmon in Italy.
Esselunga, one of Italy’s most influential retailers, is taking a step forward to meet growing consumer demand for sustainable seafood. Since October 9th, Italian households have been able to enjoy the country’s first-ever land-based salmon consumer pack, available under The Icelander brand.
The launch is the result of a collaboration between Salmon Evolution and Milarex, combining innovative aquaculture with strong retail partnerships. By offering land-based smoked salmon, Esselunga strengthens its position as a pioneer in bringing healthier, more sustainable choices to its customers.
“We see a clear shift in the market, where consumers are asking for products that combine great taste with sustainability. Introducing land-based salmon in partnership with Esselunga allows us to meet that demand and bring real innovation to Italian households,” said Antonio Pellin from Milarex, Salmon Evolution’s sales partner in Italy.
Italy is a market defined by quality, authenticity, and tradition — but also by a growing awareness of sustainability, animal welfare, and health. Salmon Evolution’s land-based approach to farming addresses these values directly, offering salmon raised in pristine Norwegian waters with a focus on transparency and responsibility.
“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.
This launch is not only about today, but also about the future. With Salmon Evolution’s next phase nearing completion, production volumes will soon increase significantly, enabling new partnerships across Europe. For retailers, foodservice, and consumers alike, this marks the beginning of a new era where sustainable salmon becomes mainstream.