Iceland Foods Sets Global Benchmark for Seafood Sustainability 

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. 

For more information on Iceland’s MSC-certified wild fish and seafood, please visit: https://sustainability.iceland.co.uk/

ABOUT ICELAND

Iceland Foods is recognised as the UK’s leader in frozen food and operates over 950 stores across the country, including The Food Warehouse locations, together with a multi-award-winning online shopping service. 

It prides itself on being a convenient and friendly place to do the family’s weekly shop, as well as meet everyone’s daily top-up shopping needs for fresh, chilled, frozen food and groceries. For more than 20 years Iceland has also offered a unique, free home delivery service for in-store purchases.    

Iceland was voted the UK’s favourite online grocery service at the Good Housekeeping Awards in 2021 and 2022. The retailer was also named the UK’s Best Online Supermarket in a survey by consumer champion Which? in 2022.    

Iceland and The Food Warehouse enjoy exclusive partnerships with a range of leading brands including Blue Dragon, Cathedral City, Harry Ramsden’s, Myprotein, Slimming World, Mumsnet, Ninja and TGI Fridays.  

Iceland has always been a responsible retailer, operating under its ‘Doing it Right’ ethos. Recognised as the only UK supermarket to rank in The Sunday Times Best Place to Work for 2024 and 2025, Iceland is dedicated to doing the right thing in its supply chain and in the way it treats its people and customers. Iceland is also committed to minimising its impact on the environment and contributing to the communities where it operates by regenerating high streets, creating jobs, providing outstanding customer service and giving generous support to a range of good causes. 

ABOUT THE FOOD WAREHOUSE 

Founded in 2014, The Food Warehouse is part of Iceland Foods, which operates over 950 stores across Britain, including The Food Warehouse locations. All 190 Food Warehouse stores are large format stores with a car park, providing the value and convenience of a wholesale store without the hassle of membership. 

The Food Warehouse is opening new stores up and down the country in retail parks and larger shopping districts. Each store is given a high-quality warehouse style fit out and covers between 10,000 and 25,000 sq. ft. of retail space. The Food Warehouse offers great value, family-favourite products across frozen, chilled, fresh, branded grocery and homeware lines. With big deals, big choice and big packs across many big brands, customers can make great savings with bulk deals where savings are passed directly onto shoppers. 

ABOUT MSC

The Marine Stewardship Council (MSC) is an international non-profit organisation which sets globally recognised, science-based standards for sustainable fishing and the seafood supply chain.   

The MSC ecolabel and certification programme recognises and rewards sustainable fishing practices and is helping to create a more sustainable seafood market.  For more information visit MSC. 

MSC UK & Ireland has launched Sustainable Seafood September 2025, its flagship annual campaign, with a brand new concept – ‘Buy Blue, Protect Dinner’ – designed to engage younger seafood consumers.