Sainsbury's Customer Embarrassment Manager Red Blushfaced said, "clearly if customers or consumer groups are having problems with the current name of a fish, or asking for it for any other reason, then we need to act to resolve that problem. We are therefore making a number of name changes to well-known sea fish, and are in negotiations with the other major supermarkets to make these changes permanent".
Under Sainsbury's proposed name changes, the following fish and seafood would be renamed:
While a useful and quite tasty fish, few people have heard of it and Gurnard is frequently ignored by shoppers. Gurnard is therefore to be rebranded as 'Clegg'.
A tasty fish, but often disregarded due to its flashy appearance and fat lips. Bream will in future be called 'Jamie'.
Reportedly the finest of British fish. However it's extremely expensive, all at sea, and frequently flaps its fins around to little overall effect. Sole will henceforth be renamed 'Gordon'.