A new consumer campaign, #superfishoil has been launched to encourage people to eat more fish rich in omega-3 by highlighting the significant health benefits.
It is being spearheaded by industry authority Seafish and backed by celebrity chef and MasterChef judge, John Torode.
Mr Torode said: “I support the Superfishoil campaign from Seafish and hope that it will encourage people to eat more seafood, especially oily fish!”
“There’s a wide variety of delicious and affordable produce out there, from mackerel and kippers to sardines and crab, and seafood is so versatile," he added.
#Superfishoil aims to motivate and inspire consumers to look at what they eat, comparing nutritious seafood as a healthier option for meals and snacks.
Previous research by Seafish shows that 73% of adults in the UK do not know how much fish they should eat a week in order to maintain good health and 96% do not know the recommended amount of omega-3 fat they should have in one week.
Launched in February, the initiative will coincide with National Heart Month which is a further drive to promote heathier lifestyles.
It is also supported by the Heart Research UK, expert dietitian Juliette Kellow, and Professor Ed Rainger from the Institute of Cardiovascular Sciences at the University of Birmingham.
Mel Groundsell, corporate relations director at Seafish, said: “When it comes to staying healthy, there’s one food we should all be eating more of – and that’s seafood.”
“In particular we want to showcase the many health benefits omega-3 can provide and show consumers just how easy it can be to make a really positive impact on their heart health.”
To highlight the health benefits of omega-3 found in oil-rich fish, advice and recipe ideas have been specially created for the campaign, are now available from Seafish on its consumer online platform.
Expert dietitian, Juliette Kellow, said: “Research shows that not enough people are aware that they should be eating at least two portions of seafood per week, with one oily portion, and that this could come from a vast array of species including mackerel and sardines, to name but a few.”
She concluded: “The high omega-3 content that many fish carry has been linked to various health benefits, including helping the heart to work normally, maintaining normal blood pressure and blood triglyceride levels, contributing to normal brain development and being important for our eyesight and brain function.”
