Finnish Foodtech Finnforel Launches Premium Rainbow Trout Brand LoHi in the UAE

Finnforel is transforming seafood consumption in the UAE with the introduction of its land-based farmed rainbow trout brand, LoHi. As seafood consumption is projected to surge by 50% by 2050, Finnforel aims to offer healthy, sustainable protein options through convenient, easy-to-cook portions. The company’s advanced aquaculture technology minimizes environmental impacts commonly associated with traditional fishing and open-water farming.

Expanding Horizons: A New Era of Clean Seafood

Finnish foodtech and sustainable aquaculture company Finnforel is proud to broaden its reach by launching its clean, ecologically farmed rainbow trout to supermarkets across the United Arab Emirates. With the debut of its premium export brand LoHi, local consumers can now enjoy rainbow trout raised in its environmentally-friendly production facility in Finland. Notably, these fish are free from parasite treatments and unnecessary antibiotics, preventing harm to ecosystems.

Partnerships and Availability

The LoHi products have already made headway in the Middle Eastern market, showcasing their presence in select LuLu Hypermarket locations in Dubai. Following this initial launch, partnerships with two additional major supermarket chains are anticipated soon, facilitating greater access to sustainable seafood options.

A Sustainable Solution for a Growing Demand

As the global demand for protein is set to increase significantly, Finnforel’s innovative closed-loop aquaculture technology presents a scalable and highly sustainable farming solution. Developed in Finland, this integrated system utilizes recirculating aquaculture (RAS) technology to continuously purify water while minimizing waste, ultimately operating with nearly no emissions. This method not only enhances fish quality but also safeguards biodiversity by preventing farmed fish from escaping into wild habitats.

Commitment to Quality and Sustainability

Finnforel’s methodology focuses on rearing rainbow trout for a year to achieve an optimal harvesting weight of 700g, ensuring a delightful taste and texture. The company’s domestic brand, Saimaan Tuore, has already garnered significant success in Finland, making the launch of LoHi in the UAE a remarkable milestone for the global seafood industry.

Innovative Marketing for Health-Conscious Consumers

The LoHi brand, which debuted in 2025, caters specifically to UAE consumers who value health, convenience, and sustainability. The product is available in two convenient formats: 150g individual fillet servings and 340g double packs, designed for quick meal preparation. The name “LoHi” cleverly combines the Finnish term for salmon (lohi) with the concept of low-waste, high-flavor food.

Strategic Growth in a Dynamic Market

“The UAE represents a natural next step for us as we aim to become the world’s first truly global fish brand,” stated Nora Hortling, CEO of Finnforel. “Despite being a cosmopolitan hub, the local cuisine retains strong connections to its fishing heritage, making the region’s growing emphasis on innovative aquaculture particularly exciting.”

LuLu Hypermarket has taken the lead in retailing LoHi products, with plans for selected ADCOOP and Carrefour supermarkets to follow suit shortly. These partnerships signify a pivotal step in Finnforel’s global expansion strategy, introducing its clean-label, ready-to-cook rainbow trout fillets to a demographic that prioritizes health and sustainability.

Market Growth Projections

“We’re thrilled to collaborate with Finnforel to offer this innovative, sustainable seafood to our customers,” shared Gary Backhouse, Group Meat & Fish Manager at LuLu Hypermarket. “The blend of premium Nordic quality, convenience, health benefits, and stable pricing aligns seamlessly with the preferences of our diverse customer base.”

Finnforel’s entrance into the UAE seafood market arrives at a strategic time, with forecasts estimating a 5.56% growth in the region’s seafood sector by 2029, potentially reaching a market volume of $3.29 billion. In addition to its UAE expansion, Finnforel is also laying the groundwork for international growth, with future plans to establish farms closer to consumer markets worldwide.