Asda has launched a new premium Scottish mussel product, aiming to drive demand for sustainable seafood by combining convenience, quality and bold flavours.
Developed in partnership with Scottish Shellfish, the product features rope-grown mussels sourced from the Shetland Islands and the Scottish mainland. These mussels have been certified to the Marine Stewardship Council standard since 2012.
The launch follows consumer research by Scottish Shellfish that identified key barriers to seafood consumption, including perceptions that mussels are messy and difficult to prepare. In response, the new product is packaged in a first-to-market recyclable bowl with a peelable top seal, designed to maximise shelf life while offering a microwaveable, restaurant-quality meal.
“We are delighted to work in partnership with Scottish Shellfish to develop this new exciting convenient bowl concept,” said Harriet Hughes, Asda product development manager.
“The microwaveable bowl offers a quick and flavoursome meal for any occasion and is perfect for summer eating.”
Derek Sharp of Scottish Shellfish added: “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.”
Mussels are widely recognised as one of the most environmentally sustainable protein sources, while also offering high levels of nutrients such as omega-3 fatty acids, vitamin B12 and iron.
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.”
The product launched in 350 UK stores on 13 April 2026, alongside a new 1kg live mussel offering, as part of Asda’s premium seafood range.
