Asda has this week announced the launch of its new premium Scottish mussel product.

The supermarket worked with Scottish Shellfish on the new line, which uses rope-grown mussels sourced from the Shetland Islands and the Scottish mainland. The mussels are certified to the Marine Stewardship Council standard and have carried MSC certification since 2012.

The launch follows consumer research by Scottish Shellfish, which found that shoppers often see mussels as messy, inconvenient and difficult to prepare. The findings also pointed to stronger demand for restaurant-quality seafood in formats that are easier to cook at home.

Asda said the new product has been designed to address those barriers through a more convenient pack format. It features a recyclable bowl with a peelable seal and has launched as Scottish Mussels Cooked in a Fire Roast Tomato & Rioja Cream with Chorizo under the retailer’s Exceptional range.

The 560g product went on sale in 350 stores across the UK on 13 April.

Harriet Hughes, product development manager at Asda, said the retailer was pleased to work with Scottish Shellfish on a format aimed at making mussels more accessible to shoppers.

She said: “We are delighted to work in partnership with Scottish Shellfish to develop this new exciting convenient bowl concept of MSC Scottish Rope Grown Mussels with Chorizo in a rich fire roasted Tomato and Rioja Cream Sauce.”

Scottish Shellfish said the product had been developed to help broaden the appeal of mussels beyond occasional purchases by combining convenience, quality and affordability.

Derek Sharp of Scottish Shellfish said consumer feedback showed many shoppers lacked confidence when it came to cooking mussels, adding that the new format could help reposition them as an easier midweek meal option rather than just a treat.

Alongside the premium bowl, Asda has also introduced a 1kg live mussel product aimed at more confident seafood shoppers, with updated cooking guidance for those less familiar with preparing shellfish at home.

The launch comes as certified sustainable mussels continue to gain ground in UK retail. According to the MSC UK and Ireland Market Report 2025, around 80 per cent of the 3,500 tonnes of mussels sold now carry the organisation’s blue ecolabel.

The MSC-certified Shetland and Scottish mussel fishery produced 11,690 tonnes in 2024, up 13 per cent year on year.

Sign up here to get the latest grocery and food news each morning