Iceland Foods has become the first global frozen food retailer to source 100% of its own-label wild fish and seafood from Marine Stewardship Council (MSC) certified fisheries, a significant milestone in sustainable seafood retailing. The supermarket chain confirmed that all of its wild seafood products, including frozen cod fillets and ready meals, now meet the MSC’s rigorous sustainability standards. While product packaging is currently being updated, customers can expect to see the blue MSC ecolabel on every own-label wild seafood product by January 2026. This achievement underscores Iceland’s rising leadership in sustainable sourcing amid increasing concerns about ocean health.

The retailer has made substantial progress in its seafood sustainability journey over recent years. In the year to April 2024, Iceland expanded its MSC-certified product range from 30 to 46 items, now covering 73% of its seafood offerings, making it the UK’s second-highest supermarket for MSC product coverage. This is a marked increase from just five years ago when only 17 certified products were available. The expanded range includes diverse items such as wild pink salmon fillets and large North Atlantic prawns, reflecting Iceland’s commitment to supporting responsible fishing and ocean conservation. Industry reports also show that Iceland leads the UK supermarket sector in the percentage of its own-brand wild seafood certified by MSC, with figures around 76%, which is ahead of any other UK retailer.

According to Richard Walker, Iceland’s executive chairman, the decision to source all wild fish and seafood sustainably reflects the company’s commitment to addressing the global oceans’ crisis. "Our customers can now be confident that every own label product bearing the blue MSC ecolabel is sustainably sourced to the recognised independent standard," he said, highlighting the environmental and ethical implications for future generations. MSC chief executive Rupert Howes praised the retailer’s leadership, describing the move as a "significant step forward for sustainable seafood sourcing in the UK and beyond." He welcomed Iceland’s example for other retailers globally to follow.

The retailer’s sustainability credentials extend beyond sourcing. Iceland recently announced plans to phase out eyestalk ablation, a controversial practice used in prawn farming, across its own-label prawn supply chain by the end of 2027. This commitment is part of a broader initiative to improve animal welfare standards within its seafood offerings.

The wild-caught seafood sourced by Iceland includes cod from sustainable fisheries like those in Iceland’s North Atlantic waters, known for rigorous sustainability and traceability standards. Suppliers such as Brim Seafood, which emphasise environmental responsibility, contribute to Iceland’s supply chain by employing renewable energy for processing, reducing oil consumption, and minimising food waste by freezing fish immediately after catch. These efforts complement the MSC certification and underline Iceland’s ambition to source responsibly while protecting marine habitats.

This development represents a meaningful benchmark for the retail sector, showcasing what is achievable with firm principles and sustained commitment to sustainability. As the global conversation around environmental responsibility intensifies, Iceland’s approach signals a proactive path that other retailers might increasingly pursue to safeguard marine ecosystems and meet consumer demand for ethically sourced seafood.