Major salmon producers in Europe are increasingly incorporating poultry by-products into the feed used at their fish farms, a development that could soon bring chicken-fed salmon to British supermarket shelves. Leroy Seafood Group, one of Norway’s largest salmon producers and a supplier to Tesco, has already introduced chicken bones, organs, and other poultry leftovers into the feed at all its offshore farms. Mowi, the world’s largest salmon producer and a supplier to Sainsbury’s and Asda, plans to implement poultry-based feed at farms in Norway and Scotland. SalMar, the world’s second-largest salmon producer, began testing such feed earlier this year.

The use of poultry products in salmon feed represents a shift away from the traditional reliance on fishmeal, typically made from wild-caught fish. Producers argue that poultry-based feed is a more cost-effective and environmentally sustainable alternative, reducing pressure on wild fish stocks. Margareth Overland, a professor of aquaculture nutrition at the Norwegian University of Life Sciences, acknowledged the sensitivity of the issue given historic consumer skepticism but suggested that market acceptance appears to be increasing.

Feeding farmed salmon processed poultry products has been permitted in Britain since 2013 and is considered safe provided the poultry materials meet regulatory standards. However, the move has sparked controversy centered on consumer transparency and choice. Currently, regulations do not require producers to disclose the specific ingredients used in animal feed on product packaging, so shoppers have limited means to determine whether their salmon has been fed poultry by-products.

Consumer attitudes toward chicken-fed salmon remain cautious. A recent study by the Norwegian research institute Nofima found that consumers in Britain and France generally viewed the practice as "unnatural and disgusting." Animal welfare group Viva! highlighted concerns that individuals who avoid chicken products for ethical or environmental reasons may want to be informed if poultry is included in the salmon’s diet.

Some British supermarkets have declined to clarify their positions on selling chicken-fed salmon products. Tesco and Marks & Spencer did not respond to inquiries about whether they currently stock such fish. Sainsbury’s stated that its own-brand salmon is not fed poultry-based feed but did not comment on other brands. Waitrose confirmed that it does not use poultry protein in its salmon feed but did not specify if that policy applies company-wide.

Leroy Seafood Group has emphasized its need to replace fishmeal due to the scale of its farming operations, noting that poultry meal was the only alternative ingredient able to meet all its requirements. The development reflects growing efforts within the aquaculture industry to address sustainability and cost challenges while navigating evolving consumer perceptions.