Sustainable seafood available 'at a sustainable price'
The expansion of price-focused retailer Iceland's range of certified fish, shrimp, and shellfish is part of a trend seen in UK stores, says the Aquaculture Stewardship Council
The Aquaculture Stewardship Council (ASC) has welcomed low-price retailer Iceland Foods’ expansion of its ASC-certified seafood range, which it says reflects a broader shift by UK retailers to make responsibly farmed seafood both accessible and affordable for shoppers.
The latest rollout brings Iceland’s total ASC range to 15 products, including newly certified salmon, seabass, scallops, and prawns, all from the freezer cabinets. ASC said that with several products available as part of multi-buy promotions, the range demonstrates that certified responsible seafood is no longer niche, but firmly part of the everyday shop.
“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,” said Lief Hendrikz, ASC market development manager for the UK and Ireland.
“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.”
No compromise on quality
Stuart Lendrum, director of product, process and 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.”
Iceland’s new ASC range includes two frozen salmon fillets with garlic and lemon butter (280g) for £5.50, or £10 for two.
The retailer also has three ASC frozen sea bass products: four fillets (500g) for £10; two fillets with chilli and lime butter (240g) for £5.50 (£5 each at multibuy price); two plain fillets (240g) for £4.20 (£4 multibuy).
A pack of ASC frozen scallops (180g) costs £5.50 (£5 multibuy), and there are two frozen farmed shrimp offerings – peeled raw king prawns (225g) for £4.40 (£4 multibuy), and cooked and peeled king prawns (250g) for £4.50 (also £4 multibuy). All Iceland own-label whole prawn products will also be ASC-certified and clearly display the ASC logo by the end of 2026.
