In the past year, the sale of Salma-salmon in grocery stores doubled to 469 tons, according to figures from The Nielsen Company. According to market research conducted by TNS Gallup, 41 percent of the population was aware of Salma in June this year, up from 15 percent in December 2008. Today the product is often in demand in grocery stores, not only as a type of fish, but by its brand name. Despite the high turnover since its inception in 2005, operating numbers have all been negative. In 2009, Salmon Brands reported sales exceeding 80 million, but an operating profit of almost four million in the red. Over the past five years, Salmon Brands notes a total operating loss of about 38 million.
– The reason is that we have invested to make the product known. Although we have not focused much on mass communication, we have invested in demonstrations, says CEO of Salmon Brands Trym Eidem Gundersen.