The original Fish Fight continues to encourage shoppers to try alternative species of fish, with Waitrose, Sainsbury’s and Birds Eye all reporting increased fish sales.

Sainsbury’s has sold an extra 46 tonnes of alternative fish as a result of its Fish Fight-inspired Switch The Fish campaign, which involved shoppers being given a free sample of alternative fish such as hake, rainbow trout and megrim.

Waitrose said white fish alternatives to cod and haddock had been doing well in its stores, with sales of Anglesey sea bass fillets up 31%, Cornish pollock up 207% and Cornish brill fillets up 64% since Fish Fight aired in January. The retailer has also been selling more mackerel, with sales up 105% since January.

Meanwhile, Birds Eye said sales of its sustainable fish finger range had increased 11% since Hugh Fearnley-Whittingstall took to the screens earlier this year, with its battered and breaded XL pollock up 41%.