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British supermarket renames pollock to make it hip

British supermarket renames pollock to make it hip

A British supermarket chain is gambling that a new name and fresh packaging will make pollock more palatable to British fish lovers who generally prefer cod or haddock.
In a marketing move timed to coincide with the Easter holidays, Sainsbury's is putting colorfully packaged pollock into 10 stores starting Monday _ but calling it "colin" on a trial basis.
Colin, pronounced co-lan, is a French term for a related fish, hake. Sainsbury's marketing team says it is also used in restaurants to refer to cooked pollock.
Pollock _ a white fish similar to Boston bluefish _ is plentiful off the British coast and relatively inexpensive, but is generally looked down on by British consumers.
Store officials said the rebranding is part of an effort to protect dwindling stocks of cod, a mainstay of the British diet long popular in fish and chips.
Sainsbury's environment manager Alison Austin said the goal was to show that other fish offer an attractive alternative to cod.
"We want to help highlight that there are other species to eat other than cod and haddock," she said. "Many people have said they can't even tell the difference in taste between cod or pollock."
She said a large-scale British embrace of pollock would have a major impact on cod protection efforts.
"If we buy as much 'colin' in the U.K. as the French do, it could make a massive difference to saving cod," she said.
Sainsbury's marketing experts have found that British customers are often embarrassed to ask for pollock, which is not highly regarded. They believe giving the product a new name may help overcome this reluctance.


Updated : 2021-10-16 19:00 GMT+08:00