UK | While oysters have been traditionally known as the ‘food of love’, Waitrose has seen growing demand for mussels in the run-up to Valentine’s Day.
Once overlooked in favour of premium seafood, mussels have become a sought-after choice for home cooks and chefs alike. Many embrace shellfish as an easy, healthy, and sustainable alternative to alternative seafood favourites.
Compared to last year, searches online for mussels increased by 120 percent year-on-year, more than double the number of searches for oysters, while mussel recipe searches increased by 20 percent. The surge was also reflected on social media.
“With French-inspired cuisine gaining popularity and eco-conscious eating rising, mussels are fast becoming the go-to choice for romantic and everyday cooking. If oysters are the old-school symbol of love, mussels might just be their modern rival,” said Waitrose Senior Brand Development Chef Zoe Simons.
Waitrose has become the first retailer to offer sustainably sourced mussels only from the Shetland Island, available pre-packed and included in the Valentine’s Day Dine In offer as a brilliant starter option.
Grown on ropes suspended in the sea, in the pristine waters of Scotland, they feed on the natural supply of plankton, growing at their own pace while helping marine life thrive.
“To meet this demand, Waitrose has launched the No.1 Moules Marinière as part of its Valentine’s dine-in range. The dish features Shetland Island mussels in a chardonnay, wild garlic, double cream, and fire-roasted leek sauce—a decadent yet sustainable choice for couples looking to elevate their date-night dining,” said Katie Keay, Senior Sustainability and Ethics Manager at Waitrose.
“We’re seeing growing enthusiasm, not just for their taste but for their minimal environmental impact. Scottish rope-growns have an extremely low carbon footprint. They are grown on ropes suspended from floats in the sea and feed naturally off plankton in the rich tidal flows that ensure the growth of succulent and sweet tasting mussels.”
Waitrose also sells mussels on all fish counters in-store. Compared to this time last year, sales have increased by five percent as this versatile and affordable shellfish option hascontinued to grow in popularity.
