Asda launches new Scottish mussel product range
Supermarket chain Asda has launched a new premium product in the UK, showcasing sustainable Scottish mussels.
The retailer’s new offering product uses mussels which are rope-grown in the Shetland Islands and around the Scottish mainland and have been certified to Marine Stewardship Council Standard since 2012.
It was created, Asda says, in response to the findings of consumer research conducted by Scottish Shellfish that revealed the barriers preventing shoppers buying more seafood and the potential levers to them purchasing more. The research highlighted the consumer desire for a restaurant quality product in a convenient pack format that is easy to cook. It uses a first to market, recyclable bowl and peelable top seal concept that still allows for maximum shelf life.
Scottish Mussels Cooked in a Fire Roast Tomato & Rioja Cream with Chorizo 560g (bowl), went on sale in 350 stores across the UK as part of the supermarket’s Exceptional range on 13 April.
Developed by Scottish Shellfish and Asda, the new product adds to the growing range of certified sustainable mussels available in UK supermarkets; 80% of the 3,500 tonnes of mussels sold now carry the MSC’s familiar blue ecolabel according to the MSC UK and Ireland Market Report 2025.
Harriet Hughes, Asda Product Development Manager, said: "We are delighted to work in partnership with Scottish Shellfish to develop this new exciting convenient bowl concept of MSC Scottish Rope Grown Mussels with Chorizo in a rich fire roasted Tomato and Rioja Cream Sauce. The microwaveable bowl offers a quick and flavoursome meal for any occasion and is perfect for summer eating!"
Derek Sharp, of Scottish Shellfish, said: “Consumers told us they thought of mussels as messy and inconvenient and lacked confidence in how to cook them. We believe Asda has created a product that combines convenience with quality that means shoppers can enjoy an exceptional quality product that’s also affordable and sustainable and doesn’t have to be seen just as an occasional treat.”
Scottish Shellfish points out that mussels are one of the least environmentally impactful sources of protein, they have a positive effect on the flora and other seafood species around them and are a packed full of essential nutrients like zinc, Vitamin B12, Omega-3 fatty acids, iron and folic acid.
Seth McCurry, Senior Commercial Manager for the UK and Ireland at MSC said: “Consumer research we have conducted shows that younger people are more adventurous when it comes to eating fish and seafood as well as being more concerned about sustainability.
“Products like this new premium one from Asda will help put nutritious and delicious seafood on more plates while supporting an outstanding local, sustainable fishery.”
Asda has simultaneously introduced a 1kg live mussel product ideal for more confident seafood cooks and which comes with more user-friendly instructions for those less familiar with its preparation.
The MSC certified Shetland and Scottish mussel fishery produced 11,690 tonnes in 2024, which was 13% up on the previous year.
Why not try these links to see what our Fish Farmer AI can tell you.
(Please note this is an experimental service)
© 2026 Fish Farmer.