Supermarket giant Sainsburys will this Friday (January 25th) be giving away seven tonnes of free fish in a bid to change the culinary habits of Brits.
The purpose of the offer is to encourage shoppers to expand their choice of seafood and to become familiarised with British varieties such as lemon sole, Cornish sardines, coley fillets and Loch trout.
The supermarket’s Switch the Fish campaign is a direct response to its own research which showed that the most popular family cookbooks continue to promote recipes using the five major fish species – cod, haddock, tuna, salmon and prawns.
Justin King, Sainsbury’s chief executive, said: “Sainsbury’s is committed to fishing responsibly and helping change UK fish eating habits. We know our customers care about responsibly sourced food and this is a great opportunity for them to try some alternative British fish for free.”
The promotion builds on the supermarket’s first Switch the Fish day in 2011, after which increased sales of lesser-known fish species were reported.
Each customer will be entitled to one portion, while stocks last.
