Store renames pollack fish

LONDON, April 6 (UPI) -- A British supermarket says it now calls pollack "colins" after bosses determined shoppers were avoiding the fish because they didn't like the name.

Sainsbury's said the member of the cod family was renamed colin because the word is French for a similar variety of fish, hake, The Sun reported Monday.

Officials with the grocery chain hired fashion designer Wayne Hemingway to design new packaging for the fish.

"Image really is everything," Hemingway said. "As a keen fisherman it seems daft that pollack isn't more popular, particularly when it's readily available off our own coast, tastes great and is cheaper than cod."