Embarrassing Pollack Renamed Colin At Sainsburys

Mon, 06 Apr 2009

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Supermarket chain Sainsburys has changed the name of the pollack fish to help customers who feel too embarrassed to ask for it at the counter.

The retailer is trying to promote the British seafood in selected stores as a more sustainable and cheaper alternative to cod, but says shoppers are not buying it under its English title.

Pollack will now go on sale as ‘Colin' - the French word for hake - in limited edition packaging inspired by artist Jackson Pollock and designed by Red Or Dead fashion guru, Wayne Hemingway.

Hemingway said: "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.

"So to help Colin stand out on shelves, we've used bold, bright colours and a design that is cheekily inspired by another well-known pollack – artist Jackson Pollock ."

Despite being £1.60 a kilo cheaper than similar-tasting cod, Sainbury's said sales of the latter outstripped pollack sales at its stores by 52,904 to 3,947 (13-1) last month.

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