In support of the sustainable harvesting practices of Scottish shellfish producers, retail chain Asda recently launched a premium meal made with Marine Stewardship Council (MSC)-certified mussels that are rope-grown in the Shetland Islands and around the Scottish mainland.
The product is a microwaveable, convenient meal featuring MSC Scottish rope-grown mussels with chorizo in a fire-roasted tomato and rioja cream sauce, Asda Product Development Manager Harriet Hughes said in a release.
“The microwaveable bowl offers a quick and flavorsome meal for any occasion and is perfect for summer eating,” Hughes said.
The dish was created in partnership with producer cooperative Scottish Shellfish in response to consumer research the co-op carried out that found consumers are seeking a restaurant-quality product in a convenient pack format that is easy to cook.
Consumers told Scottish Shellfish that they thought of mussels as messy and inconvenient and lacked confidence in how to cook them, according to Derek Sharp, the co-op’s commercial manager.
“We believe Asda has created a product that combines convenience with quality and that means shoppers can enjoy an exceptional quality product that’s also affordable and sustainable and doesn’t have to be seen just as an occasional treat,” Sharp said.
Additionally, the launch aligns with consumption trends playing out among younger people, who are more adventurous in not only eating fish and seafood but are also more concerned about sustainability, according to MSC Senior Commercial Manager for the U.K. and Ireland Seth McCurry.
The product features a “first-to-market” recyclable bowl and peelable top seal concept that still allows for maximum shelf life.
“Products like this new premium one from Asda will help put nutritious and delicious seafood on more plates while supporting an outstanding local, sustainable fishery,” McCurry said.
Besides the new launch, the retailer announced it may add more Scottish shellfish products in the future.
“We regularly review our seafood range and are proud to support the Scottish shellfish industry. As customer needs and sourcing opportunities evolve, we’ll continue to explore ways to work with Scottish producers where it makes sense for our customers,” Hughes told SeafoodSource.
The new product adds to the growing range of certified sustainable mussels available in U.K. supermarkets. Eighty percent of the 3,500 tons of mussels sold at retail now carry the MSC’s blue ecolabel, according to the MSC U.K. and Ireland Market Report 2025.
The MSC-certified Shetland and Scottish mussel fishery produced 11,690 tons in 2024, which was up 13 percent over the previous year.
