U.K. retailer Iceland Foods has become the first frozen food retailer worldwide to ensure that all of its own-label wild-caught fish and seafood products come from Marine Stewardship Council (MSC)-certified fisheries.
By January 2026, British shoppers will see the blue MSC ecolabel rolled out across Iceland’s full own-label seafood range – spanning frozen, chilled, and ready-to-eat meals – in a step the company said reinforces its industry-leading commitment to responsible sourcing and ocean protection.
In a statement, Iceland Foods Executive Chairman Richard Walker said the move represents “a big moment” for the retailer and that having 100 percent of its own-label seafood products certified to the standard “shows what’s possible when you set your sights high and stick to your principles.”
In the financial year ending in April 2024, Iceland expanded its MSC-certified line from 30 to 46 products, covering 73 percent of its products and ranking as the second-highest U.K. supermarket for MSC product coverage, according to the 2024 MSC UK and Ireland Market Report. This change has come rapidly, as five years ago, it offered just 17 certified products.
The step up to 100 percent MSC-certified wild-caught fish, while also securing consistent supply at scale, required close collaboration with the certification program, according to Iceland Foods Director of Product, Process, and Sustainability Stuart Lendrum.
“Managing change in global frozen food supply chains is complex, with often longer lead times for product flow and evolving requirements,” he told SeafoodSource. “That’s why we value the independent and rigorous standards set by the MSC, which provide a strong framework in a constantly shifting geopolitical environment. By working closely and collaboratively with our suppliers and the MSC team, we’re able to offer our customers seafood that is not only affordable, but also responsibly and sustainably sourced.”
According to Lendrum, customers are increasingly aware of the environmental and social impact of their seafood choices, making a move like this necessary to align with their preferences.
"The MSC team has played a leading role in engaging consumers and helping them to understand the story behind the blue tick label on packaging. We've worked closely with the team on a number of campaigns, but we know there's much more we can achieve together – with MSC and our partner product suppliers,” he said. “Our customers are busy but care about making the right choices. The MSC blue tick, now found on 100 percent of Iceland own-label wild fish and seafood products, offers them simple reassurance that they're making a great choice for affordable sustainable seafood. This is only the beginning, with much more to come."
Commenting on the retailer’s achievement, MSC CEO Rupert Howes said that Iceland had taken a significant step forward for sustainable seafood sourcing in the U.K. and beyond.
“This commitment to 100 percent MSC-certified wild fish and seafood sets a strong example for the global retail sector, demonstrating that sustainable sourcing at scale is possible,” Howes said.
This follows the retailer’s July announcement that it was eliminating the practice of eyestalk ablation from the prawn supply chain of its own-label prawn products by the end of 2027.
“That means eliminating eyestalk ablation and integrating electrical stunning in a way that is practical, science-led, and supports long-term supplier partnerships while continuing to provide quality, affordable food for families across the country,” Lendrum said at the time.
