UK supermarket chain Morrison’s is to sell Cornish albacore tuna under a new name in an attempt to make it more appealing to customers.
Morrisons will sell ‘Coruna’ for up to six weeks while it is in season, it said.
The retailer took the decision to rebrand the tuna after finding that Brits know little about native fish and are reluctant to try unfamiliar varieties.
A survey found 10% could only name three fish and 2% could not come up with a single species. It also revealed 25% had no idea how to cook fish and 28% did not know how to fillet.
Almost 75% of shoppers did not know there were three classes of fish (white, oily and shellfish) and 39% did not realise that fish was seasonal.
Morrison’s was the first supermarket to sell Cornish line-caught tuna three years ago, and has been working with local fishermen in traditional north-east Atlantic fishing grounds.
Cornish tuna is not the first fish to be rebranded. Last year Sainsbury's changed the name of its pollack to ‘Colin’ and pilchards became Cornish sardines under the EU's Protected Food Name Status programme.
