ASL poised for Brussels rebrand

Associated Seafoods Ltd (ASL) is using next week’s expo in Brussels to launch new look packaging for its Pride of Scotland smoked salmon range.


The brand is sold in more than 25 countries and Neil Greig, ASL’s commercial director, has high hopes for the rebranding.

“We are thrilled with the new design, which reflects well the traditional time-honoured techniques used by our master smokers,” he says. “The key message we want to get across is that we only ever use Scottish salmon that is only ever smoked in Scotland.”

Branded under the strapline ‘Scottish Salmon, Smoked in Scotland’ and highlighting the company’s long-held experience in fish smoking that can be traced back to 1913, the new-look packaging will feature throughout the whole of The Pride of Scotland range, including Traditional Oak Smoked Salmon, Whisky Infused Smoked Salmon, Gravadlax and Royal Fillet Scottish Smoked Salmon.

Greig adds: “Seafood Expo Global in Brussels provides the perfect opportunity for us to show our exciting new brand image to existing and new customers.

“The Pride of Scotland is all about our passion for Scottish salmon and the traditional craft of smoking. We believe that the Scottish provenance of our smoked salmon will be one of the most important drivers in developing new markets.

“All our salmon is Scottish and only sourced from farms we work incredibly closely with and which practice the best standards of husbandry. We then take great care in ensuring we produce the very best Scottish smoked salmon – for example, we always dry cure our fillets with sea salt before smoking so as to ensure great taste and texture.”

Based in Buckie, ASL’s BRC ‘AA’ accredited production facility features traditional-style kilns and high care processing areas. The company exports to customers in five different continents around the world and will be exhibiting in Hall 9 on the Scottish Pavilion at Seafood Expo Global next week.