Iceland Foods Expands ASC-Labelled Seafood Range with New Launches

Iceland Foods is strengthening its commitment to responsibly farmed seafood, by expanding its Aquaculture Stewardship Council (ASC) labelled range, with a new selection of certified products launching from 10th February.  

Following last year’s progress, which saw the retailer increase its own‑label ASC seafood lines and set a target to exceed 25 certified products by the end of 2026, this latest rollout gives customers an even wider choice of sustainable options in‑store and online. 

The expansion includes several new ASC‑certified products, bringing Iceland’s total ASC range to 15 products. Among the latest additions are: 

• Iceland 2 Large Sea Bass Fillets with Chilli & Lime Butter, £5.50 (2 for £10)
• Iceland 2 Salmon Fillets with Garlic & Lemon Butter, £5.50 (2 for £10)
• Iceland Scallops 180g, £5.50 (2 for £10)
• Iceland Peeled Raw Extra Large King Prawns 240g, £5.50 (2 for £10)
• Iceland 4 Seabass Fillets, £10.00

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

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.” 

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.” 

Iceland will continue to build on this progress, with new products set to launch in the coming months. The retailer also reaffirms its wider sustainability commitment that all own‑label whole prawns will be ASC‑certified by the end of 2026. 

For more information on Iceland Foods’ ASC‑certified seafood range, visit: https://www.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, Greggs, 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, 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 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