MSC UK manager Toby Middleton said consumer interest in MSC-certified fish had "rocketed" over the past two years, with research showing that about one in five people now recognised the MSC label a 60% increase from 2008. "Much of that increase is the result of joint marketing work," he added.
Growth in MSC-labelled products has accelerated over the past four years, doubling, on average, every 12 to 15 months. There are now just under 800 MSC products in the UK, 10% of which are Sainsbury's own-label lines.
Germany has the most MSC-labelled products (2,071), followed by the UK, the Netherlands (740), the US (539) and Sweden (450).