Iceland helps to improve seafood sustainability through launch of ‘What the Fish?’

Iceland has become the only UK supermarket to sell four types of British fish commonly caught as ‘bycatch’ through the launch of its latest product: What the Fish?

Bycatch, in the wild capture fishing industry, is a fish or other marine species that is caught unintentionally while fishing for popular target species such as cod, haddock, sole, plaice and salmon.

Pressure has been growing on retailers to address the sustainability of seafood and this latest launch provides offers customers the option to purchase fish which is otherwise wasted.

What the Fish is available now in selected Iceland and Food Warehouse stores across the country and costs £8 for an 800g pack with a minimum of two fillets of each variant.