11:35am Tuesday 7th April 2009
By David Watkinson
BLACKBURN designer Wayne Hemingway has taken on his most unusual task yet - rebranding the pollack fish.
Bosses at Sainsbury's supermarket have re-named the fish 'colin' in a bid to rival the popularity of cod and save fish stocks.
They hope they will now see an increase the number of people asking for "colin and chips" after years of people being too embarrassed to order a pollack.
Mr Hemingway came up with the new name (pronounced col-an) because it is what the French call the fish when it is cooked.
The fish will be branded "colin by name, pollack by nature".
The new product will be packaged in a box inspired by its near namesake, artist Jackson Pollock.
It is on sale in Sainsbury's stores in Darwen, Burnley and Clitheroe.
He said: "Image really is everything. The new-look colin sleeve will be the star of the Sainsbury's store."
Sainsbury's environment manager, Alison Austin, said: "We want to help highlight that there are other species to eat other than cod and haddock, which are just as tasty, and often cheaper.
"We are launching a nationwide campaign to address dwindling cod stocks by encouraging the British public to try pollack, a tasty, cheaper and more sustainable alternative.
"Many people have said they even can't tell the difference in taste between cod or pollack."
The move has been welcomed by the Marine Conservation Society which rates the sustainability of fish species in its Good Fish Guide.
Fisheries policy officer, Melissa Pritchard, said: "If it encourages consumers to try pollack then it can only be a good thing, as long as it is sustainably sourced."
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