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A pollack by any other name...

In order to try and encourage people to buy less cod and more sustainable alternatives, Sainsbury’s has taken the rather drastic step of renaming its pollack products as ‘Colin’.

Believing shoppers to be embarrassed by the name, the supermarket is trialling a new name and packaging for the fish.

Alison Austin, environment manager at Sainsbury’s, said: “At Sainsbury’s we’re passionate about sustainable sourcing and protecting dwindling fish stocks. We want to help highlight that there are species to eat other than cod and haddock, which are just as tasty and often cheaper.

“Many people have said that they can’t even tell the difference in taste between cod or pollack, so we urge everyone to try ‘colin and chips’ on a Friday.”

Fashion designer and Red or Dead founder Wayne Hemingway, who created the packaging for the rebranded fish, said: “Image really is everything.

“As a keen fisherman it seems daft that pollack isn’t more popular, particularly when it’s readily available off our own coast, tastes great and is cheaper than cod.”

Mr Hemingway created packaging for the fillets based on the abstract paintings of Jackson Pollock. The limited-edition packets will be stocked in ten stores around the UK.

This was posted in Bdaily's Members' News section by Ruth Mitchell .