Iceland Foods has become the first frozen food retailer in the world to source all its own-label wild fish and seafood from certified sustainable fisheries.
A milestone for UK shoppers
From now on, customers at Iceland stores can expect all own-brand wild fish and seafood – from frozen fillets to ready meals – to carry the blue Marine Stewardship Council (MSC) ecolabel. While some older packaging may remain on shelves for a short while, the transition will be complete by January 2026.
The move follows years of steady progress. Iceland expanded its MSC-certified range from 30 to 46 products by the end of April 2024, covering 73% of its lineup. Just five years earlier, the retailer had only 17 certified products.
Raising the bar in retail
By switching entirely to MSC-certified fisheries, Iceland ensures all its seafood meets strict international standards. These standards safeguard ocean habitats and support responsible fishing practices.
Richard Walker, Executive Chairman of Iceland Foods, called the achievement a “big moment” for both the company and the wider industry.
“Our oceans are in crisis, and we all have a responsibility to do something about it,” he said. “Sourcing 100% of our wild fish and seafood shows what’s possible when you set your sights high and stick to your principles” – Richard Walker, Executive Chairman of Iceland Foods.
The Marine Stewardship Council welcomed the move. Chief Executive Rupert Howes described it as “a significant step forward” and “a strong example for the global retail sector”.
Industry recognition
Iceland’s efforts have already been rewarded. At the 2024 MSC UK Awards, the retailer received the Silver Supermarket of the Year award, as well as a joint Marketing Campaign of the Year prize with Birds Eye for raising consumer awareness of sustainable choices.
With this shift, Iceland Foods is setting a new global benchmark for responsible sourcing in grocery retail – and giving UK shoppers the chance to back ocean-friendly choices with every purchase.