Holland & Barrett says it is to phase out all krill products and has told suppliers of its commitment to fully exit the category by April 2026. The move makes H&B the first major UK retailer to stop sourcing all krill products.
The company says the decision underscores its ongoing commitment to responsible sourcing and to protecting the fragile ecosystems that sustain global wellness.
From January 2026, Holland & Barrett will only sell through its existing krill stock. During this transition period, the company will actively support customers with education and guidance on sustainable krill alternatives that provide the same trusted benefits without impacting Antarctic marine life.
As part of this commitment, Holland & Barrett is supporting the work of conservation group Sea Shepherd in calling for stronger protections for krill and Antarctic ecosystems.
“Our decision to exit krill products is part of our ongoing journey to become a more sustainable, nature-positive business that protects the ecosystems we all depend on” said Jessica Long, sustainability & impact director at Holland & Barrett. “This move is part of our wider sustainability commitment – from sourcing and labelling products responsibly, to reducing waste, switching to renewables and improving energy efficiency across our stores, logistics and operations. By echoing support for Sea Shepherd’s vital work and helping customers choose more ocean-friendly alternatives, we’re taking another meaningful step towards a future where people and nature can thrive together – because true wellness doesn’t stop at the body; it starts at the source – and with the world we share. We hope our action inspires greater understanding and appreciation of the need to protect the fragile ecosystems that underpin global wellness.”
“… true wellness doesn’t stop at the body; it starts at the source – and with the world we share”
“For the past three years, our annual ship expeditions to the Antarctica have documented the growing conflict between whales and super trawlers as the two compete for krill, the primary food source for whales, penguins and seals,” said Peter Hammarstedt, Campaign Director for Sea Shepherd Global. “We have been waiting a long time for a major retailer to take action and to do the right thing when it comes to Antarctic protection and the krill fishery. We welcome Holland & Barrett’s decision to cease all krill product sales, and we call for other retailers to do the same.”
Holland & Barrett phased out krill from its own-brand range in 2018, committing to only selling branded krill products from certified sustainable sources. Explaining the most recent decision, Long told Natural Newsdesk: “Since then, new insights from our research and discussions with Sea Shepherd have shown that sustainability standards alone don’t go far enough. That’s why we’re taking the next step – phasing out krill entirely to better protect marine ecosystems and the vital species that depend on them. We’ll be guiding our customers towards environmentally responsible alternatives that deliver the same trusted benefits.”