Birds Eye has announced that across Europe, its entire Cod and Haddock Fish Finger range has achieved MSC certification.
The move will switch 5,200 tonnes of fish products to sustainably certified produce in the UK market and increase the total weight of MSC labelled products sold by 20%.
The UK consumes over 185 million Birds Eye Cod and Haddock Fish Fingers each year.
The news means that 62 million British mealtimes will now be made from certified, sustainably sourced produce.
The move comes at the beginning of the 15th year of the MSC which was co-founded by the Birds Eye brand, WWF and international conservation leaders, to create an independent certification and ecolabel programme for sustainable and well-managed fish.
The MSC certification means the fishery has demonstrated that it is well managed and sustainable through a comprehensive, independent scientific assessment.
The switch to more MSC certified supply forms part of Iglo Group’s company-wide sustainability plan, Forever Food, which aims to certify 100% of its fish range to help protect global fish stocks.
Iglo Group, which owns Birds Eye, operates across eleven European markets and sells MSC certified fish in more countries than any other food brand.
Birds Eye sells Cod and Haddock Fish Fingers to 3.4 million homes each year.