Bjelland & Co [no] – one of Norway's leading canning companies at the time, "special royal permission" to use his name and likeness on a line of sardine products.
[1] Over the years, the King Oscar brand expanded into new markets, introduced new product lines, and was eventually acquired by several different parent companies as the sardine canning industry evolved in Norway.
Today, King Oscar AS is owned by Thai Union Group, one of the largest seafood producers in the world.
Bjelland & Co. produced a ten-minute film called "Sardine fishing" in 1909 to market the brand; this was the first Norwegian commercial.
[7][8] In 1981, eleven Norwegian canneries merged to form a single company, Norway Foods, which acquired the King Oscar brand.