ICELAND FOODS EXPANDS ASC-LABELLED SEAFOOD RANGE

Iceland foods expands ASC-labelled seafood range with new launches. Iceland Foods is strengthening its commitment to responsibly farmed seafood, by expanding its Aquaculture Stewardship Council (ASC) labelled range, with a new selection of certified products launching from 10th February.

Following last year’s progress, which saw the retailer increase its own‑label ASC seafood lines and set a target to exceed 25 certified products by the end of 2026, this latest rollout gives customers an even wider choice of sustainable options in‑store and online.

The expansion includes several new ASC‑certified products, bringing Iceland’s total ASC range to 15 products. Among the latest additions are:

• Iceland 2 Large Sea Bass Fillets with Chilli & Lime Butter, £5.50 (2 for £10)
• Iceland 2 Salmon Fillets with Garlic & Lemon Butter, £5.50 (2 for £10)
• Iceland Scallops 180g, £5.50 (2 for £10)
• Iceland Peeled Raw Extra Large King Prawns 240g, £5.50 (2 for £10)
• Iceland 4 Seabass Fillets, £10.00

The ASC sets strict standards for responsible aquaculture, ensuring environmentally and socially responsible farming practices, alongside full traceability and transparency from farm to store. All own-label whole prawn products will also be ASC-certified and clearly display the ASC logo by the end of 2026.

Stuart Lendrum Director of Product, Process & Sustainability at Iceland Foods, said:

“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.

“Efforts like these help raise the standard across the sector and reinforce our commitment to protecting marine life for future generations.”

Lief Hendrikz, ASC Market Development Manager UK & Ireland, added:

“Iceland is proving that responsibly farmed seafood can be both affordable and widely available, with ASC‑labelled salmon, scallop, seabass and prawn products now on its shelves at sustainable prices. This new ASC‑certified range gives UK shoppers more choice than ever before, with now over 920 ASC-labelled products available to consumers, a 20% increase on last year.

“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.”

Iceland will continue to build on this progress, with new products set to launch in the coming months. The retailer also reaffirms its wider sustainability commitment that all own‑label whole prawns will be ASC‑certified by the end of 2026.