© Finnforel
Finnish foodtech and land-based aquaculture company Finnforel has launched a new premium brand, LoHi, in the United Arab Emirates. The move brings the company’s sustainably farmed rainbow trout to consumers in the region, with products now available at selected LuLu Hypermarket stores in Dubai.
Technology-driven aquaculture model
The expansion marks a significant step for Finnforel as it aims to provide healthy and convenient protein solutions. The rainbow trout is produced at the company's land-based facility in Finland, where a recirculating aquaculture system (RAS) ensures production is free of parasite treatment, unnecessary antibiotics, or harm to the surrounding environment. Following the debut in LuLu Hypermarket, Finnforel plans to expand its retail partnerships to two additional major supermarket chains in the coming months.
The company rears its rainbow trout for just one year to a 700g harvesting weight, which ensures optimal texture and flavour. Finnforel has already achieved considerable success with its domestic brand, Saimaan Tuore, in Finland. The introduction of the LoHi export brand in the UAE is a significant milestone for global sustainable seafood production.
"We don't see ourselves as fish farmers; we are a food tech company. Our mission is to change the way fish gets on our plates globally. Our model is built on technological innovation and total control of the value chain, from fish eggs to final fillet,” said Nora Hortling, chief executive officer of Finnforel, in a press release.
LoHi products come in 150g individual fillets and 340g double packs, designed for quick preparation by busy professionals and health-conscious consumers. The brand name plays on the Finnish word for salmon, lohi, and reflects its low-waste, high-taste approach.
Retail rollout across the UAE and internationally
LuLu Hypermarket is the first local retailer to stock LoHi products, with ADCOOP and Carrefour set to follow in the coming months. These partnerships mark an important milestone in Finnforel's global growth strategy, offering clean-label, ready-to-cook rainbow trout to consumers in a region with deep culinary ties to the sea.
"We're excited to partner with Finnforel to bring this innovative, sustainable fish product to our customers," added Gary Backhouse, group meat and fish manager at Lulu Hypermarket. "The premium Nordic quality coupled with convenience, health benefits, and stable pricing aligns perfectly with what our diverse customer base is seeking.”
The UAE entry comes as the region’s seafood market is projected to grow by 5.56 percent through 2029, reaching $3.29 billion in volume. Beyond the Middle East, Finnforel is pursuing wider international growth with plans to establish farms close to consumer markets worldwide.
