ASC Unveils Research-Driven On-Pack Label to Boost Consumer Clarity

Aquaculture Stewardship Council (ASC) is proud to announce the roll out of its new on-pack label, a research-driven evolution designed to enhance understanding of the ASC mission with consumers.

The launch follows an extensive development process, including trademark registration in the European Union (EU) and 20 additional countries, combined with quantitative consumer testing across five key global markets. By selecting regions at different stages of sustainability awareness, ASC ensured the new design would resonate with diverse consumer groups. The results were clear: the new label not only matched the performance of the previous label but exceeded it across several key brand associations.

Proven Performance Through Testing

A key focus of the development process was ensuring that 15 years of brand building would be preserved during the transition.

• Clarity Over Clutter: Testing confirmed that the streamlined, less cluttered aesthetic allows for quicker consumer identification and better understanding of the ASC mission.
• Superior Recall: Despite the longevity of the original label, the new design achieved higher recall rates.
• Same or Increased Purchase Intent: The new design showed the same and, in some cases, a measurable improvement in consumer purchase intent compared to the previous version.

Strategic Alignment with EU Regulations

In response to evolving regulatory developments in the EU, ASC has decided to bring forward the launch of the new label to align with forthcoming updates to its on-pack claims. This coordinated approach helps partners avoid multiple packaging transitions within a short period of time.

As a result, the roll out will begin immediately with stakeholders distributing ASC-labelled products within the EU.

This timing allows partners to update their packaging with the new ASC label and updated on-pack claims ahead of September 2026, when the EU’s Empowering Consumers for the Green Transition Directive starts to apply. This legislation introduces stricter rules on environmental claims and sustainability labels to prevent misleading or unsubstantiated “green” marketing.

The expectation is that by the end of 2027, all products globally will have been converted to the new label, except for a few remaining stocks. Licence holders have been kept informed throughout the process, and ASC is working closely with partners to support a smooth transition

Partners placing consumer-facing products in the EU market will be prioritised during the transition, followed by partners placing products outside the EU.

Enhanced Flexibility for Partners

To support the diverse packaging needs of the industry, ASC is also introducing several functional updates:

• Scalability: New allowances for smaller-sized applications.
• Simplified Design: Expanded use of the generic label for a cleaner look.
• Versatile Palettes: Increased flexibility to suit various brand aesthetics.

ASC Chief Commercial Officer, Willem de Bruijn said, “This new label represents far more than a visual refresh—it is a strategic evolution in how we communicate the value of the ASC programme, making it even easier for consumers to recognise and understand what the ASC label stands for.

“Grounded in extensive consumer research, our updated label strengthens key brand associations and purchase intent. At the same time, it gives our partners greater flexibility on pack and supports alignment with evolving regulatory requirements. By introducing it alongside the transition to the ASC Farm Standard, we are equipping our partners with a stronger, more effective way to demonstrate their commitment to transparency and credible sustainability.”

For more information about the new label, please visit this link.

About the Aquaculture Stewardship Council (ASC)

The ASC label on pack showcases ASC-certified farms and feed mills — impact-focused and transparent operations delivering measurable and verifiable change. They meet science-based, rigorous requirements that foster accountability and trust across the seafood value chain, from feed ingredients to farm to fork. 

ASC is an independent non-profit organisation setting the global standard for responsible farmed seafood. Our comprehensive environmental and social requirements drive continuous improvement in aquaculture practices. 

ASC is advancing the leading certification programme for responsible farmed seafood, partnering to increase demand for ASC-labelled products, and championing innovation through industry collaboration. 

Find out more: www.asc-aqua.org