ASC Welcomes Iceland Foods’ Expanding Certified Seafood Range As Retailers Prove Responsible Choices Can Be Affordable

Aquaculture Stewardship Council (ASC) welcomes Iceland Foods’ latest expansion of its ASC-certified seafood range, highlighting a growing movement among UK retailers to make responsibly farmed seafood both accessible and affordable for shoppers.

Launching from 10 February, Iceland’s new selection of ASC-labelled products reflects a broader shift in the retail sector, as more supermarkets recognise that sustainability and value can go hand in hand. By continuing to grow its ASC-certified offering, Iceland is responding to increasing consumer demand for seafood that is responsibly sourced and produced with care for people and the environment — without a premium price tag.

The latest rollout brings Iceland’s total ASC range to 15 products, including newly certified salmon, seabass, scallops and prawns. 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.

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.”

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.”

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

As more retailers introduce ASC-labelled products across their ranges, UK shoppers are gaining greater confidence that responsible aquaculture is becoming the norm rather than the exception.