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MSC AND ASC LABELS BOOST SALES FOR ICELAND’S SEAFOOD READY MEALS

MSC AND ASC LABELS BOOST SALES

MSC and ASC labels boost sales for Iceland’s seafood ready meals. Three Iceland seafood ready meals have enjoyed a 15% lift in sales after a relaunch introducing the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC) certification labels on their packs.

The retailer’s trio of products are the only ready meal products currently available in the UK to carry both labels and the sales boost comes at the end of Sustainable Seafood September – the MSC’s month-long campaign to encourage more people to eat sustainable seafood.

Loren Hiller, MSC UK and Ireland Commercial Manager, praised Iceland for their innovation and welcomed the increased opportunities for consumers to enjoy a wider range of products that don’t cost the earth, nor the ocean.

Loren said:

“As we come towards the end of Sustainable Seafood September, it’s incredibly exciting to see retailers like Iceland leading the way in transforming the seafood market. Their commitment to offering MSC and ASC co-labelled products highlights the growing availability of sustainable options for consumers.

“By choosing these responsibly sourced products, shoppers can play a vital role in ensuring the health of our oceans and supporting the livelihoods of those who depend on them. Iceland’s dedication to sustainability is making a real difference, and together we are moving towards a future where sustainable seafood is the norm, not the exception.”

The three new products relaunched in August – Sugo alle Vongole, Zuppa di Pesce and Suco Alle Marina con Gamberi – are indicative of Iceland’s commitment to source responsibly from sea to shelf and from farm to table. More than three quarters of its own-label products are MSC certified – the largest proportion of any UK retailer – providing customers with the confidence to choose from a range of items they know won’t damage stocks nor the environment.

Sugo alle Vongele includes MSC certified cockles and pollock as well as ASC certified clams, while the Zuppa di Pesce features MSC certified pollock, squid and mussels as well as ASC certified clams and king prawns.

Adam Smith, Iceland Category Trading Manager, said:

“We are incredibly proud to offer co-labelled MSC and ASC products, furthering our commitment to bringing affordable, sustainable seafood to our customers. These are the only frozen co-labelled ready meals available in the UK market, and since their relaunch with both labels, we’ve seen a 15% increase in sales both online and in-store.

“At the heart of our sourcing strategy is a dedication to responsible practices, from sea to shelf. It’s now easier than ever for seafood lovers to make informed, sustainable choices when shopping at Iceland, without compromising on quality or price.”

Maud van den Haspel, ASC General Manager UK and Benelux, said:

“It’s fantastic to find these ASC and MSC co-labelled products available at Iceland. Using these labels is a great way to show seafood lovers that the products they buy are from responsible farms and sustainable fisheries. We will continue working with Iceland to increase consumer awareness on environmental and social responsibility and we look forward to collaborating further.”

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