Pollack fish renamed colin by supermarket

A UK supermarket chain is renaming 'pollack' fish 'colin' because they say shoppers find the original name embarrassing.

Bosses at Sainsbury’s reckon shoppers have for years been put off by the proper title and feared being left red-face, or maybe being misheard as they ordered.

Last year sales of pollack were outnumbered 13-1 by the similar tasting cod, despite it being £1.60 per kilo cheaper.

Now the re-branded 'colin' will now be sold in special packaging designed by  Wayne Hemingway and based on the abstract paintings of Jackson Pollock.

When asked what they thought of the move one shopper said "That's utter pollacks" ... at least that's what we think they said.