The World Health Organization recommends reducing salt (sodium chloride, NaCl) intake by 30% by 2025. Since smoked fish can deliver up to 4 g NaCl/100 g, the aim of this study was to develop safe, healthy and attractive smoked chub mackerel (Scomber japonicus) with a reduced NaCl content. Two brines (5% and 10%) were used with different ratios of NaCl and potassium chloride (KCl). In each brine, 0%, 25%, 50% and 75% of NaCl was replaced by KCl, resulting in 1.3, 1.1, 0.9 and 0.6 g NaCl (5% brine), and 2.6, 2.0, 1.2 and 0.8 g NaCl (10% brine) per 100 g, respectively. Similar yield, nutritional, safety, texture and colour properties were found in most formulations. The most desirable taste attributes (negligible bitterness and adequate saltiness) were obtained with a 5% brine prepared with 75% NaCl + 25% KCl. Such conditions seemed to allow for obtaining an attractive product for conscious consumers.