McDonald's launches McSalmon burger

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OSLO -- McDonald's has reeled in a new concept for the Norwegian market which could be launched in the rest of the world: a salmon-based fish burger called McLaks (translates as McSalmon).

"Right now we are focused on the Norwegian market, but it is my personal belief that McLaks, perhaps under a different name, will be launched worldwide later on," says McDonald's Norway's CEO Theo Holm.

According to Holm, McDonald's chains in Japan and the U.K. have asked for more information and are also interested in launching the new burger.

McLaks marks the first time McDonald's has introduced a salmon-fillet burger. The company launched a minced salmon burger in Norway in 1992, but the concept never took off.

"This time around we are using salmon fillets, sourced from salmon farms in Hitra and processed by West Fish in Alesund. This is an all-Norwegian salmon burger, and Norwegian consumers will appreciate this," says Holm.

Copyright May 1997, Crain Communications Inc.

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