King Oscar Launches All-New Mackerel in Sweet Thai Chili

April 3, 2025

Global Seafood Royalty Introduces New Flavor to Industry Leading Product Line

Pittsburgh, PA. (April 3rd, 2025) /OUTDOOR SPORTSWIRE/ — King Oscar, the legendary Norwegian seafood producer, is proud to announce the launch of a new flavor of their best selling Wild Caught Mackerel – Sweet Thai Chili Sauce. This new offering is available online now through Walmart.com, Amazon.com, and Instacart, and in-stores nationwide.

The new Mackerel in Sweet Thai Chili Sauce adds to King Oscar’s innovative line of premium skinless, boneless wild caught North Atlantic mackerel products that are already beloved by consumers. This new, on-trend flavor gives a sweet kick to King Oscar’s top selling tinned mackerel.

The King Oscar mackerel lineup now consists of five proven flavors — Olive Oil, Mediterranean Style, Lemon, Jalapeño, and the latest addition, Sweet Thai Chili Sauce — and is the most popular, #1 top-selling mackerel product on shelves. The mackerel lineup is sourced using responsibly wild-caught, hand-filleted, hand-packed North Atlantic Mackerel and simple ingredients to bring delicious, unique flavors to life. It’s also high in protein, features heart-healthy omega-3s, and can elevate your favorite recipes like pasta, salads, or rice dishes as the perfect tuna substitute.

The launch comes on the heels of an impressive year for King Oscar. Total King Oscar sales have grown 20% year-to-date and the brand is enjoying one of its best years ever. The “tinned fish craze” continues to introduce younger, more adventurous consumers to convenient, healthy protein. King Oscar’s mackerel sales are up 31% versus a year ago, according to consumption data year-to-date 2024, confirming its exceptional appeal for consumers and representing an incredible opportunity for retailers looking for growth engines within their canned seafood assortment.

As part of Thai Union, King Oscar proudly participates in the SeaChange® efforts that have helped their parent company rank number one in the food industry on the Dow Jones Sustainability Index (DJSI), further validating the progress made under SeaChange®. The DJSI analysis awarded Thai Union top scores regarding: Supply Chain Management, Human Rights and Environmental Policy & Management Systems, amongst others, helping to ensure that products like the new mackerel line are as ethically produced as possible. To learn more about SeaChange, visit: https://www.seachangesustainability.org/

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About King Oscar 

King Oscar is a leading international supplier and marketer of premium canned seafood. The company, founded in 1902, is best known for its best-selling brisling sardines, but also supplies a range of premium canned seafood products, including skinless & boneless sardines, mackerel, salmon, kipper snacks, and anchovies. The company is based in Bergen, Norway. www.kingoscar.com King Oscar is owned by Thai Union, a global seafood leader with a dedication to sustainability and innovation. www.thaiunion.com