I thought it was April 1st when I heard about this, but no, the story broke on April 6th, so it must be true.
Sainsbury's has re-named unpopular pollack as Colin, in order to encourage sales (Colin being the French name for hake).
Read the story on the BBC News website.
Names can make all the difference. And it is important for us to conserve rarer fish stocks.
But will you be ordering Colin and chips next Friday?
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