Strange, but true (apparently).

[Gromit]

Sainsbury's renames fish to spare embarrassment

The store has renamed Pollack as Colin because, it said, potential buyers were too embarrassed to ask for pollack, a cheap and plentiful cod substitute. After a marketing revamp by the designer Wayne Hemingway, and extensive market research, Sainsbury's hopes Colin will revitalise the market for the fish.

And no, this did not appear on April 1st.

[puddicat]

get no brain knob to read this!!

[sara3]

my Colin can't believe his eyes!

[IMG]http://i39.tinypic.com/dbjs6p.jpg[/IMG]

[Kim A]

I'm sorry, but what sort of simple-minded twerp would be too embarrassed to ask for pollack in a shop? What is WRONG with people? T**sers, the lot of them!

[Lacmag2]

What a load of colins.