Fisheries update

Coincidentally (given yesterday's post) , I was reviewing some fishing information today (as you do). There is already an alternative name for pollock (or pollack). It's "lythe". So why the heck are Sainsbury's calling it "colin", which is the French name for a different fish, hake, when they could use an existing alternative? The answer, no doubt, exists in the mind of some marketing expert somewhere....