Photo: Iceland/FIS

Iceland Foods Achieves Global Milestone: 100% of Its Own-Label Wild Fish and Seafood Is Now MSC Certified

UNITED KINGDOM
Friday, October 03, 2025, 00:10 (GMT + 9)

The Frozen Food Retailer Sets a New Standard for Sustainability; UK Shoppers Will See the MSC Blue Tick Across Its Entire Range by January 2026

LONDRES — Iceland Foods has become the first frozen food retailer globally to ensure that 100% of its own-label wild fish and seafood is sourced from Marine Stewardship Council (MSC) certified fisheries, setting a new and ambitious standard for sustainability in global grocery retail.

This historic achievement means UK shoppers can now enjoy fully sustainable seafood across Iceland’s entire own-label range, including its frozen, chilled, and ready meal products. This move reinforces Iceland’s industry-leading commitment to responsible sourcing and ocean protection.

A Quantum Leap in Sustainable Sourcing

The commitment is absolute: while customers may still see some products without the blue MSC ecolabel as existing packaging stock is used up, 100% of own-brand products in stores are expected to carry the certification by January 2026.

The effort demonstrates a significant leap in the company's sustainable sourcing. According to the 2024 MSC UK and Ireland Market Report, 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.

The MSC is an international non-profit organization dedicated to ending overfishing and protecting marine ecosystems.

Recognized Leadership

Richard Walker, Executive Chairman at Iceland Foods, called the achievement a "big moment": "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 products shows what’s possible when you set your sights high and stick to your principles."

Rupert Howes, Chief Executive of the MSC, stated that Iceland’s commitment to 100% certification "sets a strong example for the global retail sector, demonstrating that sustainable sourcing at scale is possible."

Iceland's leadership was recognized at the 2024 MSC UK Awards, where the retailer won:

• MSC UK Silver Supermarket of the Year 2024.

• MSC UK Marketing Campaign of the Year 2024 (a joint award with Birds Eye).

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