Iceland Foods has become the first frozen food retailer globally to ensure that 100% of its own label wild fish and seafood is now sourced from Marine Stewardship Council (MSC) certified fisheries – setting a new standard for sustainability in global grocery retail.
From this point forward, UK shoppers will now be able to enjoy fully certified sustainable seafood across all of Iceland’s own label range. This includes the retailer’s frozen, chilled and ready meal wild fish and seafood products – a move that reinforces Iceland’s industry-leading commitment to responsible sourcing and ocean protection. Whilst shoppers may still find some products without the blue MSC ecolabel in store as existing packaging is run down, Iceland customers can expect to see the blue fish tick on all own-label products in store by January 2026.
In a major milestone for seafood sustainability, Iceland expanded its MSC-certified product range from 30 to 46 in the financial year ending in April 2024, covering 73% of its products and ranking as the second-highest UK supermarket for MSC product coverage, according to the 2024 MSC
UK and Ireland Market Report . This demonstrates a major leap in sustainable sourcing for the company, having offered 17 certified products five years ago, underscoring its sustained push toward environmental responsibility.
By securing MSC certified sources of all its own label products, Iceland ensures that all its seafood meets the MSC’s globally recognised sustainability standards, helping protect ocean habitats and support sustainable fishing practices.
The Marine Stewardship Council (MSC) is an international non-profit organisation dedicated to ending overfishing and protecting marine ecosystems. Products with the blue MSC ecolabel come from fisheries that meet strict sustainability criteria, giving consumers a powerful way to drive positive change for the oceans.
Richard Walker, executive chairman at Iceland Foods, said: “This is a big moment for us. Our oceans are in crisis, and we all have a responsibility to do something about it. Sourcing 100% of our wild fish and seafood across all our own label seafood products shows what’s possible when you set your sights high and stick to your principles.
“Our customers can now be confident that every own label product bearing the blue MSC ecolabel is sustainably sourced to the recognised independent standard. That’s good for the planet, good for future generations, and it sets a global benchmark for what responsible retail should look like.”
Rupert Howes, chief executive of the MSC, said: “Iceland’s achievement is a significant step forward for sustainable seafood sourcing in the UK and beyond. This commitment to 100% MSC-certified wild fish and seafood sets a strong example for the global retail sector, demonstrating that sustainable sourcing at scale is possible.”
Iceland’s leadership in seafood sustainability was recognised at the 2024 MSC UK Awards, with the retailer winning:
- MSC UK Silver Supermarket of the Year 2024 – Recognising Iceland’s ongoing commitment to sustainable seafood sourcing.
- MSC UK Marketing Campaign of the Year 2024 (joint award with Birds Eye) – Acknowledging efforts to educate consumers about sustainability and responsible purchasing.
