Iceland Foods shopfront.
Photo: Adobe Stock
UK supermarket retailer Iceland Foods has expanded its range of seafood certified by the Aquaculture Stewardship Council, with the addition of new salmon, seabass, scallop and prawn products to its shelves from 10 February.
The latest rollout brings the retailer’s total number of ASC-labelled product lines to 15. Several of the products are included in multi-buy promotions, which the company says demonstrates that responsibly farmed seafood can be offered at accessible prices.
“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 & 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,” he added.
According to the ASC, more than 920 ASC-labelled products are now available in the UK, representing a 20% increase on last year. The organisation welcomed Iceland’s decision to grow its range. Lief Hendrikz, ASC Market Development Manager UK & Ireland, describing it as evidence that certified seafood is becoming more mainstream. "By making these products accessible, Iceland is showing real leadership and helping more people enjoy seafood they can feel good about. We congratulate Iceland for setting a strong example for responsibly sourced seafood for the wider retail sector.”
ASC certification sets environmental and social requirements for aquaculture production and includes traceability standards from farm to store. Iceland said all its own-label whole prawn products will carry ASC certification and display the logo by the end of 2026.
Iceland previously announced last year that it had become the first frozen food retailer in the world to ensure that 100% of its own-label wild-caught fish and seafood is sourced from Marine Stewardship Council (MSC) certified fisheries.
The retailer’s move comes amid wider efforts across the UK grocery sector to expand ecolabel-certified seafood ranges as part of their sustainability strategies. As previously reported by WeAreAquaculture, last year, Co-op has announced plans to ensure that 100% of its own-brand fresh and frozen farmed seafood carries ASC certification by 2027. Meanwhile, last month, new figures from the Marine Stewardship Council showed a 14% rise in spending on MSC-labelled products in UK supermarkets during 2025, with tuna and preserved fish driving much of the increase.