Norwegian seafood producer Osland is introducing its premium Norwegian Fjord Trout to Malaysian consumers through an exclusive launch at Jaya Grocer’s Seafood Fiesta.
The campaign gives Malaysian shoppers an opportunity to sample trout raised in the cold waters of Norway’s Sognefjord, with tastings and promotional activities planned at selected Jaya Grocer outlets.
Osland describes its fjord trout as being produced entirely in western Norway, where the company controls the value chain from roe to harvest. The trout is marketed as being raised without antibiotics, hormones or genetically modified feed ingredients and certified under the GLOBALG.A.P. standard.
The launch reflects growing Malaysian demand for premium Norwegian seafood. According to the Norwegian Seafood Council, Malaysia increased imports of Norwegian fjord trout by 17% in 2024, supported by nationwide retail campaigns and consumer promotions. The Council says it worked with importers and retailers on more than 100 roadshows to increase awareness of Norwegian trout among Malaysian consumers.
Norwegian fjord trout has become increasingly available through premium supermarket chains including Jaya Grocer, where fresh fillets and whole fish are already stocked in selected outlets.
