The free trade agreement between Australia and the U.K., effective from 31 May 2023, has significantly boosted Australian seafood companies' efforts to penetrate the U.K. market, thanks to the immediate removal of tariffs on numerous seafood exports. This development has enhanced the competitiveness and availability of Australian seafood in the U.K., with products like Austral Fisheries’ Glacier 51 Toothfish and MSC-certified Fremantle octopus gaining early popularity. The agreement has attracted attention from prestigious retailers and restaurants, including Selfridges and Harrods, as well as online grocers, signaling a growing consumer interest in premium Australian seafood offerings in the U.K.