Tuesday 17th February 2026
• Holland & Barrett has co-created the Antarctic Krill Protection Pledge with Sea Shepherd and is a founding signatory, reinforcing its commitment to protecting Antarctic ecosystems and supporting a shift away from krill-derived products in retail.
Holland & Barrett, the UK’s leading health and wellness retailer, has today announced the launch of the Antarctic Krill Protection Pledge, which it has co-created with international marine conservation organisation Sea Shepherd. As a founding signatory, Holland & Barrett is helping to build momentum behind the commitment to protect Antarctic krill and the ecosystems that depend on them.
The Antarctic Krill Protection Pledge recognises krill as the foundation of Antarctic life and acknowledges that retailers’ sourcing decisions can have impacts far beyond their shelves. By signing the pledge, retailers commit to reducing pressure on Antarctic ecosystems by protecting krill, a species essential to whales, penguins, seals and the wider marine food web. They agree to phase out krill-derived products by the end of 2026, not introduce new krill products in future ranges, and be transparent about this commitment.
The announcement builds on Holland & Barrett’s decision in October 2025 to become the first major UK retailer to commit to phasing out all krill-based products by April 2026. While that decision marked an important first step, the pledge represents a shift from action to advocacy, with the business now actively encouraging broader action across the retail industry.
Jessica Long, Sustainability & Impact Director at Holland & Barrett, said: “Signing the Antarctic Krill Protection Pledge is a natural next step in our journey to become a more sustainable, nature-positive business. Becoming the first major UK retailer to phase krill out of our own shelves was an important first step, but we know that lasting impact requires broader action across the industry.”
"We believe true wellness starts at the source and extends beyond the individual. By working alongside Sea Shepherd, we want to encourage other retailers to follow suit and promote more ocean-friendly choices, helping to protect the fragile ecosystems that underpin global wellbeing."
Peter Hammarstedt, Chief Campaigns Officer of Sea Shepherd Global, commented, “While one of Sea Shepherd’s vessels shadows a fleet of supertrawlers around the South Orkney Islands in Antarctica—documenting in real time the growing conflict between whales and industrial fishing vessels competing for krill, the primary food source for whales, penguins, and seals—it is heartening for our crews at sea to witness Holland & Barrett's leadership on land. The company is not only phasing out krill-based products in the name of Antarctic protection, but is also actively encouraging other retailers to do the same.”
By signing the Antarctic Krill Protection Pledge, Holland & Barrett hopes to inspire other retailers to join the commitment, helping to accelerate collective action to protect Antarctic ecosystems and the marine life that depends on them.
Find out more: https://www.seashepherdglobal.org/our-campaigns/antarctica-defense/history/