Iceland has ramped up its sourcing of responsibly farmed seafood with the rollout of an expanded Aquaculture Stewardship Council (ASC)‑certified range.
Having launched into stores on 10 February, the move builds on progress made last year, when the retailer increased its portfolio of own‑label ASC lines and set a target of surpassing 25 certified products by the end of 2026.
The latest NPD push brings Iceland’s ASC range to 15 products, which the retailer said gave customers an “even wider choice of sustainable options in-store and online”.
New additions include 2 Large Sea Bass Fillets with Chilli & Lime Butter, 2 Salmon Fillets with Garlic & Lemon Butter, Scallops (180g), and Peeled Raw Extra Large King Prawns (240g), with each priced at £5.50 or two for £10, as well as a four‑pack of Seabass Fillets at £10.
Read more: Sustainable seafood sales boomed in 2025, MSC report finds
The ASC standard guarantees strict environmental and social criteria across aquaculture supply chains, alongside full traceability.
“Our customers want reassurance that the products they choose support a healthier planet, and by growing our responsibly sourced seafood range, we’re giving them exactly that – sustainable options that never compromise on flavour or quality,” said Stuart Lendrum, director of product, process and sustainability at Iceland Foods.
“Efforts like these help raise the standard across the sector and reinforce our commitment to protecting marine life for future generations.”
The retailer also reaffirmed its wider sustainability commitment that all own‑label whole prawns will be ASC‑certified by the end of 2026.
“This new ASC‑certified range gives UK shoppers more choice than ever before,” added ASC market development manager UK & Ireland Lief Hendrikz. ”By making these products accessible, Iceland is showing real leadership and helping more people enjoy seafood they can feel good about.”
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