Norway-based seafood giant Marine Harvest has re-branded as Mowi.

The company, reputed to be the world’s leading seafood company and the largest producer of farmed salmon in the world, said the new name is more closely aligned with its roots.

It has also unveiled a yet to be launched global brand called Mowi.

The company was originally founded as Mowi by Norwegian aquaculture pioneers more than 50 years ago.

Alf-Helge Aarskog, CEO of Marine Harvest, said: “I am really excited that we are now taking the company to the next level. Through implementing our Mowi branding strategy, we can communicate our integrated value-chain from feed to the consumer’s plate. We are looking forward to announcing our new Mowi product line in the coming months.”

He added: “Mowi is an inspirational name that recalls our pioneering spirit that has developed over the past 50 years.”

The company said it will launch the Mowi brand into selected markets. The product line is yet to be announced.

The proposed name change is subject to shareholders’ approval.

Last month, Marine Harvest entered into an agreement with Chinese e-commerce giant Alibaba to supply it with frozen salmon products.