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Ten stores will stock pollack in limited-edition packaging designed by Red or Dead founder Wayne Hemingway, and inspired by artist Jackson Pollock.

Sales of cod increase by nearly a third during the Easter weekend according to the supermarket group. Sainsbury's is looking to boost pollack sales with the fish being cheaper than cod per kilo, tasting similar and is also more sustainable. The chain believes that people are too embarrassed to ask for pollack because of the way it sounds.

The specially designed packets will be stocked in 10 branches in the following locations: Islington, north London; Shrewsbury, Shropshire; Hove, Sussex; Hull, East Yorkshire; Maypole, East Midlands; Winterstoke Road, Bristol; Coldhams Lane, Cambridgeshire; Pound Lane, Norfolk; Archer Road, Sheffield; Marsh Mill, Plymouth.