Dubbed 'Switch The Fish', Sainsbury's new CSR initiative launches today 25 January in an attempt to change consumer attitudes towards sustainable fish by offering shoppers a free, sustainable alternative when they try to buy the most popular types of fish.
The sustainability push will see the supermarket give away seven tonnes of sustainable fish including lemon sole, mussels, Cornish sardines and coley fillets as an alternative to cod, haddock, tuna, salmon and prawns.
Justin King, chief executive at Sainsbury's, said: "Sainsbury's is committed to fishing responsibly and helping change UK fish-eating habits. We know our customers care about responsibly sourced food and this is a great opportunity for them to try some alternative British fish for free."
As part of the initiative, Sainsbury's also partnering with the Fishermen's Mission charity, and for three weeks from today 5p from every pack of sustainable fish will be donated to the charity.
So if you fancy a free fish dinner tonight, check out your local Sainsbury's... Just don't pick the mackerel.