As part of 'Switch The Fish Day', customers at Sainsbury's in Winnersh on Friday, January 25, were able to try a variety of fish including lemon sole, mussels and trout fillets for free.
This was in addition to the 'big five' species of cod, haddock, tuna, salmon and prawns, which make up 80% of the fish that British people eat. Chris Rule, fish counter manager at the store, 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."
The supermarket also launched a new partnership with Fishermen's Mission, a charity that offers support to fishermen and their families. For three weeks, Sainsbury's nationally will donate 5p from every pack sold of the five alternative species to the charity. It is hoped this initiative will raise more than £13,000.
Alison Godfrey, director of fundraising for Fisherman's Mission, said: "Being a fisherman today is the most dangerous occupation in the country.
"The Fisherman's Mission will always be there to offer support and care to fishermen and their families. We can't thank Sainsbury's enough for helping us in our work."