Iceland Foods seafood range, all of which is now certified by the Marine Stewardship Council.
Photo: Iceland Foods
UK-based Iceland Foods has announced that it has become the first frozen food retailer in the world to ensure that 100% of its own-label wild fish and seafood are sourced from Marine Stewardship Council (MSC) certified fisheries.
This change means UK shoppers will soon be able to buy only fully certified sustainable wild fish and seafood across the retailer’s frozen, chilled and ready meal ranges. While some packaging without the blue MSC ecolabel will remain on shelves as stock is phased out, Iceland has stated that all products will carry the label by January 2026.
“This is a big moment for us. Our oceans are in crisis, and we all have a responsibility to do something about it. Sourcing 100% of our wild fish and seafood across all our own label seafood products shows what’s possible when you set your sights high and stick to your principles," said Richard Walker, Executive Chairman at Iceland Foods, via a press release.
“Our customers can now be confident that every own label product bearing the blue MSC ecolabel is sustainably sourced to the recognised independent standard. That’s good for the planet, good for future generations, and it sets a global benchmark for what responsible retail should look like," Walker added.
Rupert Howes, Chief Executive of the MSC, described the move as “a significant step forward for sustainable seafood sourcing in the UK and beyond,” saying it demonstrated that “sustainable sourcing at scale is possible.”
The news reflects efforts made by the company over the past few years to increase the number of MSC-certified products in its range. In 2024, the MSC UK and Ireland Market Report ranked Iceland as the second-highest UK supermarket for MSC product coverage, with 73% of its wild fish and seafood products carrying the label by April that year. Five years earlier, the retailer offered only 17 certified products.
Iceland’s efforts on sustainability were also recognised at the 2024 MSC UK Awards, where it won Silver Supermarket of the Year for its commitment to sustainable sourcing and a joint award with Birds Eye for Marketing Campaign of the Year, which highlighted consumer education around sustainability and responsible buying.
