UK-based discount retailer Asda has decided to use Norwegian cod and haddock rather than cod and haddock from Iceland.

"We see more people wanting to switch to Norwegian fish and can confirm that Asda chooses Norwegian fish," Hans Frode Kielland Asmyhr, UK director for the Norwegian Seafood Council (NSC), told IntraFish sister publication Fiskeribladet.

The United Kingdom is the fourth largest market for Norwegian seafood exports.

The export value of the fish jumped over 72 percent to NOK 175.8