NORWAY FIRM TO PUSH ITS SARDINES HERE

SAN FRANCISCO -- Norway Foods of Stavanger, Norway, has established a new subsidiary, King Oscar USA, here to promote the marketing of its sardines and other canned seafoods in the United States and Canada.

nd Tiny Tots brand sardines, kipper snacks, anchovies and other seafood products. He will also consolidate all Norway canned seafood products in the United States under the King Oscar label by 1999.

Montano was previously a consultant to Norway Foods and has held positions with J. Walter Thompson advertising and Prentice-Hall publishing.

Montano told SN another of his goals will be to increase sardine consumption among younger male adults.

"We seemed to have missed a whole generation. We are now sports marketing and trying to get guys between 25 and 35. The only way to have someone try sardines is to give them a sample, so we are giving away tins of sardines at different sporting events across the country," Montano said.

He added that King Oscar uses Norwegian Brisling sardines, which are smaller and milder tasting, with less of a fish smell than domestic and other imported counterparts.

King Oscar will also be test-marketing new flavors of sardines in Chicago and Minneapolis later this year, Montano said.