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Sainsbury's sustainable fish campaign has already proven a great success, with fish sales up by 12 per cent.

The 'Switch The Fish' campaign that began in June saw the supermarket chain increase its sales of sustainable fish by 46 tonnes. In the first week alone, sustainable fish sales increased by 12 per cent from the recorded sales from the previous week.

Justin King, chief executive of Sainsbury's, said: 'The success of our Switch The Fish campaign shows that when customers are offered choice on the issue of sustainability, they are willing to try alternatives and help alleviate pressure on fish stocks.'

A statement from the supermarket said that three in ten customers who took the plunge with the 'Switch The Fish' campaign had not bought fresh fish from Sainsbury's for more than six months.

More than three quarters (84 per cent) of the public have never tried megrim, one of the sustainable fish options on offer, while 41 per cent still eat cod at least once a month and 20 per cent eat tuna at least once a week, according to poll carried out by YouGov, for 'Switch The Fish'.

Willie MacKenzie, Ocean's campaigner from Greenpeace UK, said: 'Sainsbury's has really stepped up to the plate with its Switch The Fish campaign to get the UK to be a bit more adventurous when it comes to eating fish, which helps spread the burden of our fish-eating. I mean why not have coley instead of cod?'

The YouGov online consumer poll involved just over 2,000 adults in the UK.

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