Free Fish Friday!
Sainsbury's is giving away fresh fish for free today at its stores across the country - and there's no catch.
Visit the fish counter and ask for any of 'The Big Five' - cod, haddock, tuna, salmon and prawns - and the supermarket will offer you an alternative species to try - at no cost.
The seven-tonne giveaway is taking place to launch Sainsbury's 'Switch the Fish' commitment, to help people move away from eating the Big Five species of fish and encourage them to try lesser known species.
Instead of the Big Five, the supermarket will be offering customers the choice of lemon sole, mussels, Cornish sardines, coley fillets and Loch trout fillets.
Sainsbury's hopes that the Switch the Fish campaign will better help educate consumers about making sustainable choices.
Justin King, Sainsbury's chief executive, said: "Sainsbury's is committed to fishing responsibly and helping change UK fish eating habits. We know our customers care about responsibly sourced food and this is a great opportunity for them to try some alternative British fish for free."