Iceland Foods has expanded its Aquaculture Stewardship Council-certified seafood range to 15 products, launching newly certified salmon, seabass, scallops and prawns as part of a broader retail trend toward making responsibly farmed seafood accessible without premium pricing.
The expansion, which launched on February 10, includes several products available through multi-buy promotions. Iceland has committed to displaying the ASC logo on all its own-label whole prawn products by the end of 2026, ensuring full traceability and certification across this category.
“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,” said Stuart Lendrum, director of product, process and sustainability at Iceland Foods.
Growing availability of certified seafood
The expansion reflects increasing availability of ASC-labeled products across UK retail, with over 920 ASC-certified products now available to consumers—a 20% increase from the previous year. This indicates a shift in the retail sector as more supermarkets recognize that sustainability and value can coexist.
“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,” said Lief Hendrikz, ASC market development manager for the UK and Ireland. “By making these products accessible, Iceland is showing real leadership and helping more people enjoy seafood they can feel good about.”
ASC certification requires farms to meet science-based environmental and social requirements, including standards for water quality, feed sourcing, disease management, labor conditions and community relations. It provides full traceability from farm to store, with independent audits verifying compliance with ASC standards.
Certification covers environmental and social criteria
ASC standards address environmental impacts including habitat protection, waste management and biodiversity conservation. Social requirements cover fair labor practices, health and safety standards, and community engagement. Certified farms must demonstrate continuous improvement in these areas to maintain certification.
The certification program covers multiple farmed seafood species including salmon, shrimp, tilapia, pangasius, trout and bivalves such as mussels, oysters and scallops. Each species has specific standards developed through multi-stakeholder processes involving industry, NGOs, scientists and other experts.
Iceland’s expanded range demonstrates retailer response to consumer demand for responsibly sourced seafood. The availability of certified products at mainstream price points through multi-buy promotions removes price as a barrier to purchasing responsibly farmed seafood.
“Efforts like these help raise the standard across the sector and reinforce our commitment to protecting marine life for future generations,” Lendrum said.
