Iceland Foods has become the world’s first frozen food retailer to ensure that all its own-label wild fish and seafood is now sourced from Marine Stewardship Council (MSC) certified fisheries.

The frozen food specialist said that from frozen cod fillets to ready meals, every wild seafood product in Iceland’s own-label range will now meet the MSC’s globally recognised sustainability standards.

It is understood that while packaging transitions at the grocery retailer are underway, shoppers can expect to see the blue MSC ecolabel on all products by January 2026.

The move comes amid Iceland’s seafood welfare progress in recent years: in the year to April 2024, it increased its MSC-certified product count from 30 to 46, covering 73% of its range.

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This made it the UK’s second-highest supermarket for MSC product coverage, despite that just five years ago, the retailer offered 17 certified products.

“This is a big moment for us. Our oceans are in crisis, and we all have a responsibility to do something about it,” said executive chairman Richard Walker. “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.”

MSC chief executive Rupert Howes hailed the move as “a significant step forward for sustainable seafood sourcing in the UK and beyond”, praising Iceland for setting an example to the global retail sector.

The news follows Iceland earlier in the year confirming it will phase out the controversial practice of eyestalk ablation across its own-label prawn supply chain by the end of 2027, as part of a wider push to raise animal welfare standards.