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The land of the Northern Lights and the midnight sun is home to one of the world’s most exclusive products - Aurora Salmon.

When seafood giant Lerøy decided it would overhaul its premium-plus salmon brand, Kind was the branding agency of choice. A premium-plus product requires a premium-plus brand and Kind, with its track record of luxury branding success, was the natural choice.

Refined on nature's terms

Aurora Salmon is refined on nature’s terms - and nature never rushes. The deeply cold, clear polar waters in Northern Norway mean Aurora Salmon matures slowly, growing steadily fatter than other types of salmon. The long, cold winters and the long balmy summers give Aurora Salmon its unique character.


Lerøy pioneered the development of bespoke sushi and sashimi salmon for the Japanese market at its farms in Skjervøy, Troms. The cold, fresh environment ensures a unique product with a wonderful flavor, firm yet tender texture and deep orange color - just the way the

Japanese like it. Aurora Salmon has been sold to Japan since 2007 and has established itself as a prized salmon for the professional sushi and sashimi market. Lerøy naturally takes pride in the fact that its product will be eaten raw on the other side of the globe. It’s a role that the company also recognises brings significant responsibility.

Highly beneficial

Aurora Salmon is a rich, deep orange color, with bright rainbow stripes. The fat content is high, and the texture of the meat is firm even as it melts in your mouth. The high content of Omega 3, antioxidants, vitamins and proteins are highly beneficial for health.

Only the best is good enough for Aurora Salmon. All farm localities are carefully selected to ensure optimal environment, oxygen level, water conditions, currents and water temperature.

Aurora Salmon is also the fastest airborne salmon to Japan. It takes only 36 hours for the product to ship from the packing station in northern Norway to Japan - ensuring a uniquely fresh, taste experience.

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