Photo: Finnforel

Finnforel Enters UAE Market, Bringing Land-Based Farmed Rainbow Trout to Gulf Consumers

UNITED ARAB EMIRATES
Tuesday, September 16, 2025, 06:00 (GMT + 9)

The launch of the premium LoHi brand offers a sustainable and convenient protein solution for a region with rapidly growing demand for eco-friendly products.

DUBAI — In a move poised to expand the global market for sustainable seafood, Finnish foodtech company Finnforel has launched its premium export brand, LoHi, in the United Arab Emirates. The company is now offering its land-based farmed rainbow trout to consumers in Dubai, with initial sales at selected LuLu Hypermarket stores, and plans to expand to other major retailers like ADCOOP and Carrefour in the coming months.

The launch addresses a critical need in a world where seafood consumption is projected to increase by 50% by 2050. Finnforel’s model relies on advanced recirculating aquaculture (RAS) technology developed in Finland. This closed-loop system purifies water continuously, minimizes waste, and operates with a nearly zero-emission footprint. Crucially, it prevents farmed fish from escaping into the wild and eliminates the need for antibiotics or parasite treatments, offering a clean, eco-friendly alternative to traditional fishing and open-water aquaculture.

The UAE market, valued at $3.29 billion, is a strategic choice for Finnforel. The country's seafood market is projected to grow by 5.56% through 2029, driven by health-conscious consumers and a growing appreciation for innovative food solutions. LoHi’s products are tailored to this market's fast-paced lifestyle, available in convenient 150g and 340g portions that are easy to prepare.

Nora Hortling, CEO of Finnforel, emphasized the company's broader mission. "We don’t see ourselves as fish farmers; we are a food tech company. Our model is built on technological innovation and total control of the value chain, from fish eggs to final fillet, ensuring premium quality and sustainability from start to finish," she said.

The partnership with LuLu Hypermarket marks a significant step. Gary Backhouse, Group Meat & Fish Manager at LuLu Hypermarket, noted that the premium Nordic quality and stable pricing of the LoHi brand align perfectly with consumer expectations. With a vision to become a truly global fish brand, Finnforel has announced plans to establish farms close to consumer markets worldwide, with the UAE launch serving as a key milestone in that strategy.

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