DUBAI, United Arab Emirates (September 9th, 2025) Finnish foodtech and sustainable aquaculture company Finnforel has expanded its clean, convenient, and ecologically farmed rainbow trout to supermarkets in the United Arab Emirates. With the launch of its premium export brand LoHi, local consumers now have access to rainbow trout produced in the company’s land-based production facility in Finland, without the need for parasite treatment, unnecessary antibiotics, or harm to the surrounding environment. The products have already made their debut in the Middle Eastern market with the start of sales in selected LuLu Hypermarket stores in Dubai, one of the region’s largest retail chains. Additional retail partnerships with two other major local supermarket chains are set to begin in the coming months.
With global protein demand expected to increase by 50% by 2050, Finnforel’s closed-loop aquaculture technology offers a scalable solution that is among the most sustainable globally. Its farming system, developed in Finland, utilizes recirculating aquaculture (RAS) technology, in which the water is continuously purified, and waste is minimized, resulting in a nearly emission-free operation. At the same time, the system prevents farmed fish from escaping into the wild, addressing serious biodiversity concerns associated with open ocean aquaculture.
Finnforel’s approach involves rearing rainbow trout for just one year to a 700g harvesting weight, ensuring optimal texture and taste. The company has already experienced considerable success with its domestic brand Saimaan Tuore in Finland, and the introduction of its LoHi export brand in the UAE is a significant milestone for global sustainable seafood production.
“We don’t see ourselves as fish farmers; we are a food tech company,” says Nora Hortling, CEO of Finnforel. “Our mission is to change the way fish gets on our plates globally. 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.”
The LoHi brand, launched in 2025, specifically addresses the lifestyle needs of UAE consumers who prioritize health, convenience, and sustainability. The product is available in carefully portioned 150g individual fillet servings and 340g double packs, designed for quick preparation and optimal nutrition, making it perfect for busy professionals and health-conscious individuals in the region’s fast-paced lifestyle. The name LoHi is a nod to the Finnish word for salmon (lohi) and a statement of its low-waste, high-taste positioning.
“The UAE represents a natural next step for us as we build towards becoming the world’s first truly global fish brand.” Hortling continues. “Even though it is now a cosmopolitan hub in the Gulf, the local cuisine is heavily influenced by its past as a fishing community, and the region’s growing focus on aquaculture innovation makes this market particularly exciting for us.
Lulu Hypermarket is the first local retailer to roll out sales of LoHi products, with selected ADCOOP and Carrefour supermarkets set to follow in the coming months. These partnerships mark an important milestone in Finnforel’s global growth strategy, bringing its clean-label, ready-to-cook rainbow trout fillets to health-conscious and sustainability-minded consumers in a region with deep culinary ties to the sea.
“We’re excited to partner with Finnforel to bring this innovative, sustainable fish product to our customers,” said Gary Backhouse, Group Meat & Fish Manager at Lulu Hypermarket. “The premium Nordic quality coupled with convenience, health benefits, and stable pricing aligns perfectly with what our diverse customer base is seeking.”
The brand’s entry into the UAE market comes at a critical time, as the region’s seafood market is projected to grow by 5.56% through 2029, reaching $3.29 billion in market volume. In addition to the new market entry in the UAE, Finnforel has announced extensive growth plans internationally, with a long-term vision of establishing farms close to consumer markets worldwide.
