The Norwegian Seafood Council (NSC) is teaming up with UK retailers Waitrose and Asda on two new retail campaigns promoting sustainable seafood from Norway.

Both campaigns, which will launch in October, feature Waitrose showcasing high-quality sustainable Norwegian frozen fish. Asda will be offering up its own Norwegian sustainable chilled cod and haddock.

"Our partnerships with Waitrose and Asda are a huge leap in the right direction for sustainable seafood in the UK," said the NSC.