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Sainsbury’s has become the first big four supermarket to sell 100% MSC (Marine Stewardship Council) certified canned tuna, in a bid to strengthen its commitment to sustainable fish sourcing.
The grocer is already leading the way in responsible fish sourcing and is committed to 100% of seafood sales being independently certified. In addition to Sainsbury’s pledge to carry the MSC logo on its own-brand range of canned tuna, the retailer is also moving to 100% pole and line caught tuna, which is believed to have a much lower environmental impact and supports local fisherman employment.
The supermarket chain’s own-brand canned tuna will also become the latest item to be reduced in price. As a result, for the first time Sainsbury’s canned tuna will be included in Aldi Price Match.
With the MSC UK Tuna Shopper report 2022 stating that 70% of UK shoppers eat tuna, the move comes as Sainsbury’s reinforces its commitment to keeping prices low on the products that customers buy more often by investing over £560m.
The announcement follows Sainsbury’s recent price cuts to other essential items, reducing the price of own-brand bread, butter and milk to reflect a fall in commodity prices.
The retailer already matches Aldi on around 300 high volume products including animal products and household essentials.
Rhian Bartlett, food commercial director at Sainsbury’s, said: “We know that customers want to eat responsibly sourced, high quality food and we’re committed to helping them buy more sustainable products at affordable prices.
“We’re really proud that Sainsbury’s has become the only big four supermarket to carry the MSC certification and move to pole and line caught across our own-brand canned tuna and that by investing more, we’re not only supporting our suppliers and fisherman, but we’ve also been able to reduce the cost of own-brand canned tuna for customers.”
