Sales boost for Iceland seafood ready meals with introduction of ecolabels

Three Iceland seafood ready meals have enjoyed a 15% lift in sales since being relaunched carrying both the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC)certification ecolabels.

The retailer’s trio of products are the only ready meal products currently available in the UK to carry both ecolabels and the sales boost comes in the middle of Sustainable Seafood September - the MSC’s month-long campaign to encourage more people to eat sustainable seafood.

Loren Hiller, MSC UK and Ireland Commercial Manager, praised Iceland for their innovation and welcomed the increased opportunities for consumers to enjoy a wider range of products that don’t cost the earth, nor the ocean.

Loren said: “As we celebrate Sustainable Seafood September, it’s incredibly exciting to see retailers like Iceland leading the way in transforming the seafood market. Their commitment to offering MSC and ASC co-labelled products highlights the growing availability of sustainable options for consumers.

“By choosing these responsibly sourced products, shoppers can play a vital role in ensuring the health of our oceans and supporting the livelihoods of those who depend on them. Iceland’s dedication to sustainability is making a real difference, and together we are moving towards a future where sustainable seafood is the norm, not the exception.”

The three new products – Sugo alle Vongole, Zuppa di Pesce and Suco Alle Marina con Gamberi – are indicative of Iceland’s commitment to source responsibly from sea to shelf. More than three quarters of its own-label products are MSC certified – the largest proportion of any UK retailer – providing customers with the confidence to choose from a range of items they know won’t damage stocks nor the environment.

Sugo alle Vongele includes MSC cockles and pollock as well as ASC clams, while the Zuppa di Pesce features MSC pollock, squid and mussels as well as ASC clams and king prawns.

Adam Smith, Iceland Category Trading Manager, said: “We are incredibly proud to offer co-labelled MSC and ASC products, furthering our commitment to bringing affordable, sustainable seafood to our customers. These are the only frozen co-labelled ready meals available in the UK market, and since their re-launch with both labels, we've seen a 15% increase in sales both online and in-store.

“At the heart of our sourcing strategy is a dedication to responsible practices, from sea to shelf. It's now easier than ever for seafood lovers to make informed, sustainable choices when shopping at Iceland, without compromising on quality or price."