Fin-tastic Partnership: MOWI and Sainsbury’s help to tackle food poverty
- First fresh fish brand to do a special edition pack for Comic Relief
- 40p from the sale of every pack of MOWI salmon fillets sold at Sainsbury’s will be donated
- Donation packs will be featured in a Nectar Price promotion around event
Whilst Sainsbury’s has supported Comic Relief for over 27 years, with their focus now on working together to tackle food poverty, MOWI salmon is the first fresh fish brand to release a special edition Comic Relief pack.
MOWI Scottish salmon fillets 230g will help create awareness and raise vital funds with 40p from every pack sold between March 11th and April 21st 2026 going directly to Comic Relief to help ensure families have access to nutritious, reliable food.
Food poverty continues to impact millions across the UK, with communities facing rising living costs and increased pressure on food banks. By working in partnership with Sainsbury’s, MOWI aims to amplify awareness of this deserving cause.
James Cowan, Sales Director, MOWI Consumer Products UK, said:
“Salmon is a superbly healthy and tasty addition to any diet. At MOWI, our core values are caring for the environment, our salmon, and our customers, so supporting this campaign was a natural fit for us.
“Switching to buy a special MOWI pack will be good for you, good for people in our communities, and good for the planet too.”
Further promotional support for the special edition pack includes digital advertising around Sainsbury’s stores plus a gondola end featuring a Nectar Price promotion from March to provide additional consumer incentive and uptake. The special edition packaging features a QR code which shoppers can scan to learn more about the cause and campaign. The MOWI donation packs to Comic Relief will be available in Sainsbury’s supermarkets nationwide from today (Wednesday 11th March).
