Russian frozen at sea fillets brand Atlantika has been rebranded and will now be sold under the new name of Glacialis.
The move comes as Ocean Trawlers Europe, the UK-based sales arm for the brand, is renamed Norebo Europe to bring it in line with its parent company, Norebo.
The new Glacialis name is said to reflect the fact harvesting has extended into new fishing grounds covering both the North Atlantic and North Pacific oceans. It sees new packaging introduced as well as the addition of Alaska pollock and Pacific cod to its long-standing Atlantic cod, haddock and saith products.
The company’s Ocean Trawlers brand, which is sold to industries and distributors, has also been renamed ‘Ocean Spirit’. This is said to better communicates its now broader offer, which for example now includes line-caught fish.
Norebo’s managing director for all export markets, Stephen Collyer, explains: “Norebo is a global business and we want our branding to reflect this - after all, our international supply chain now serves five continents and over 20 countries. Given transparency is so crucial in today’s business world it’s important we are able to communicate a single, global brand both internally and externally.
“We want to make it clear that all the business units within Norebo share the same mission and values, regardless of where they are operating in the world. Streamlining the corporate identity plays to this.”
While the brands and design of the boxes themselves has changed, the products inside have not. Norebo continues to provide a premium and reliable service, offering fresh-frozen wild caught fish that are fully traceable to the vessel from which they were caught.