Rested Atlantic salmon was superchilled in seawater slurry (−1.93 ± 0.27 °C). The chilling efficiencies of slurry and crushed ice were compared. The feasibility of using slurry to produce subzero core temperatures before packing was also evaluated. Simulated transport to market, with or without ice after initial superchilling (1 day), was also studied. Fish quality (Quality Index, fillet colour, pH, water content, water-holding capacity, hardness and bacterial loads) was evaluated at arrival to ‘market’ and after keeping the fish ‘in the market’ for 1 week. The results were compared with continuous ice (control) or slurry storage. In terms of quality, pre-chilling in slurry and continuous storage in slurry were evidently not advantageous over traditional ice storage, as evaluated after 4 days. After 11 days, both advantages and disadvantages of continuous superchilling were observed. Notably, subsequent ice storage of superchilled fish resulted in increased bacterial load and inferior fillet hardness.