Holland & Barrett to end krill oil sales in 2026

Holland & Barrett (H&B) has announced that it will phase out the sourcing and sale of all krill-based products in a bid to steer customers towards more sustainable alternatives. 

From January the health and wellness retailer will only sell existing krill stock and has informed suppliers that it will fully exit the category by April 2026.

The move comes with a commitment from H&B to join global efforts to protect Antarctic wildlife by ‘proudly voicing support’ for the campaigning work of Sea Shepherd as the charity calls for stronger protection of krill and fragile Antarctic ecosystems. The retailer says its own investigations and its work with Sea Shepherd have enabled the business to ‘take a step further towards its mission to accelerate positive environmental change’.  

“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,” comments Jessica Long, sustainability and impact director at H&B. “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.”   

Growing conflict

"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," adds Peter Hammarstedt, campaign director, 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."

By Rosie Greenaway, editor