MOWI Scottish salmon fillets win ASC product of the year
MOWI Scottish salmon fillets have won the inaugural Consumer Choice Award, organised by the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC).
Announced at the MSC and ASC UK Awards ceremony held in Edinburgh in October, MOWI Scottish salmon fillets won the ASC Product of the Year award for our support in promoting awareness and confidence in responsibly sourced fish.
Almost 1,000 UK consumers voted for their favourite from a shortlist of products from seafood farmers accredited by the ASC. The award reflects Mowi’s support in promoting awareness and confidence in responsibly sourced fish.
MOWI Scottish salmon fillets beat distinguished competition including Birdseye, Fish Said Fred, Loch Fyne and Lidl own label.
Speaking about the accolade, James Cowan, Sales Director for Mowi CP UK, said: “We’re ecstatic that our tireless efforts to care for the environment and fish welfare have been recognised independently by the ASC and members of the British public.
“Absolutely everyone in Mowi is involved in making sure our salmon are not only the best that Scotland can produce, but that our impact on the environment, fish and local communities is both sustainable and leading edge. This award is heartfelt by every one of our colleagues. Thank you, ASC and to those who voted for us.”
MOWI Scottish salmon has grown significantly in the last year, by 54%* with over 2.7m packs being purchased – all carrying the ASC logo and substantiation. The ASC logo features prominently on all brand communications in and out of stores which also contributes to a significant contribution to incremental category growth for stockists (Tesco, Sainsbury’s, Asda and Ocado).
*Kantar World Panel retail sales 52 w/e 7th September 2025
