Princes has unveiled plans to become the first major canned fish brand to add the Marine Stewardship Council logo on-pack.

The company will add the logo to 24 products, including salmon, herring and mackerel, from June.

As consumer awareness grew, new opportunities were opening up for products that were sustainably sourced, said marketing director Ruth Simpson. “The MSC logo will help consumers to make sustainable choices and forms part of our ongoing activity to attract shoppers into new areas of the market.”

Sustainability was key to Princes’ procurement and product development processes, she said. “The MSC-certification logo is probably the most recognisable endorsement of sustainable seafood sourcing.”

Princes’ move follows the announcement by Mars Petcare last week that it would introduce MSC-certified pet food by the end of this year.