Retail sales of pollock have rocketed by 44% in the last six months, according to Seasfish, the seafood industry trade body.
Phil MacMullen, head of environment for Seafish, said: “The increase in popularity of pollock is a great sign that consumers are becoming more aware of the importance of responsible sourcing.
“Pollock is an ideal alternative to other members of the cod family.”
Sainsbury’s and Tesco already stock pollock, and Waitrose will be adding line-caught Cornish pollock to its white fish offering in January.
Senior Waitrose fish buyer Quentin Clark said: “It is important to us and our customers that we offer a wide range of responsibly sourced seafood, and we are always working to extend the selection in our shops.
“Like all our fish, our pollock is fully sustainable, and the fact that it is line-caught means that the impact of fishing – both on the marine environment and on other marine animals – is greatly reduced.”
