Tinned sardines have long been preferred by the British public, but now suppliers are hoping to get consumers equally enthused about the fresh variety.

Sardines are in season and of high quality in October, according to industry body Seafish. They are caught using ring nets or drift nets, mainly off the coast of Cornwall, by boats that head out at dusk.

Although popular across the Continent, fresh sardines have never caught on in the UK to the extent that canned have. "Fresh sardines are now widely available in supermarkets and their popularity is growing as the quality is high and their sustainability record is impeccable," said Karen Galloway, market insight manager at Seafish. "They are simple to grill whole and are a great source of omega-3."

The Cornish sardine fishery, which dates back to 1555, has recently started an assessment for the Marine Stewardship Council eco-label, having already completed a pilot assessment part-sponsored by Seafish.

Sales of sardines, an oily fish rich in omega-3 and vitamin D, have risen by 7% over the past year [Nielsen, 52w/e 5 September] to £34.4m.

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