Tesco Catch of the Day range of sustainable fish including cuttlefish and octopus

Cuttlefish and chips, anyone Tesco is to stock more alternative fresh fish thanks to soaring demand
The Catch of the Day scheme aims to increase varieties of sustainable fish'Alternative varieties' offered being upped from 40 to 60All new varieties will be caught in British coastal waters
To take pressure off 'big five': cod, plaice, salmon, haddock and prawns

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UPDATED:

14:54 GMT, 15 October 2012

Environmentally minded shoppers can toss their fishing rods in the air and jump for joy as Tesco reveals plans to supply sustainable fish.

Thanks to soaring demand, the supermarket giant is set to crank up their range of 'alternative varieties' by a third, from 40 to 60, and become the first major UK retailer to stock fresh cuttlefish and octopus.

The Catch of the Day scheme aims to take the pressure off non-sustainable fish, and particularly the 'big five': cod, plaice, haddock, salmon and prawns.

As part of their drive to encourage more people to eat sustainable fish, Tesco is stocking fresh cuttlefish

As part of their drive to encourage more people to eat sustainable fish, Tesco is stocking fresh cuttlefish

Tesco's aim is to coax shoppers away from the 'big five' fish, which includes prawns

Salmon is one of the five most popular fish in the UK

The 'big five' fish, comprising prawns, left, salmon, right, cod, plaice and haddock, makes up 75% of Britain's total fish consumption

Consumption of these breeds makes up 75 per cent of total fish consumption in the UK.

Under the scheme, Tesco will now offer the widest range of fish on UK high streets.

Among the new, sustainably caught seasonal lines being brought in are fresh cuttlefish, fresh octopus, Dover sole and fresh squid.

Other new lines that will be sold by the supermarket as they become available are wild turbot, black bream, Witch soles, brill, grey mullet and anchovies.

All of the new fish varieties will be caught in and around British coastal waters, particularly in the south west of England.

Fish counter staff at Tesco have
undertaken a training course on the new varieties so that they can offer
customers preparation tips.

Fresh octopus can now be found at the Tesco fish counter, as part of their Catch of the Day scheme

Fresh octopus can now be found at the Tesco fish counter, as part of their Catch of the Day scheme

Cuttlefish and chips could soon replace cod and chips on the dinner menu

Cod is one of the least sustainably caught fish sold in the UK

Fish and chips as we know it today, left, which is often made from non-sustainable cod, right

Tesco fish specialist Gary Hooper said: 'Through the Catch of the Day initiative we aim to offer customers far more choice than they've ever had before so that they can buy alternatives to the big five species – cod, plaice, salmon, haddock and prawns – and help take pressure off endangered species.

'Last year we launched a training programme for our fish counter staff in order to encourage and advise customers about trying new species of fish which has already proved a great success.

'We think that given more choice and encouragement such as preparation and cooking advice many shoppers will be ready to try something new.

'This move will also benefit British fishing fleets.'

Tesco’s campaign to encourage shoppers to try new fish varieties is already showing strong results.

Over the past year the supermarket has seen the huge year on year sales rises for fish caught from sustainable sources.

Sales of lemon sole fillets are up 400 per cent, dyed kippers are up 259 per cent, and bass fillets are up 150 per cent.

THE ETHICAL SHOPPER'S GUIDE TO TESCO'S SUSTAINABLE FISH COUNTER

SUSTAINABLE FISH SALES SINCE 2011

Lemon Sole fillets: up 400%

Dyed kippers: up 259%

Bass fillets: up 150%

Whole gurnard – up 130%

Sea bream – up 125%

Scallops – up 120%

Monkfish tails – up 70%

Cornish sardines – up 60%

Mackerel – up 50%

NEW SUSTAINABLE FISH

Fresh cuttlefish

Fresh octopus

Dover sole

Fresh squid

Wild turbot

Black bream

Witch soles

Brill

Grey mullet

Anchovies