Seafish is launching a new campaign to promote the consumption of oily fish by handing out free omega-3 blood-testing kits to consumers.
Over the course of the next few weeks Seafish will offer 150 of the kits to consumers through its fishisthedish.co.uk website and will drive interest through Facebook and Twitter.
The kit contains a sterile pricking device, which the consumer uses to prick their middle finger before pressing two spots of blood on to a piece of card. Consumers must send the card and the device in a pre-paid bag to Seafish for testing and participants will be sent their test results within a week of posting it.
Seafish said it hoped the tests would help put fish consumption on to shoppers’ radars. “It reinforces the trigger about oily fish and healthy eating,” said Heather Middleton, marketing project manager at Seafish. Kits have been handed out to 16 bloggers who Seafish hopes will take the test themselves and drive interest on their blogs.
Seafish also intends to publish average weekly scores on the fishisthedish.co.uk website to drive interest.
For consumers low in omega-3, Seafish will provide advice with their feedback forms on the best fish species to eat to increase their omega-3 counts. It will encourage them to take a second test after upping their consumption of oil-rich fish. On average consumers have an omega-3 count of around 26% (the rest being made up of omega-6). An omega-3 count of between 40% and 70% is thought to be a good balance [Seafish].