Sainsbury is offering customers the chance to buy mussels at their freshest - with the launch of a live mussel tank.
The retailer is trialling the scheme at its Pimlico store and said it has already proved a hit.
Fish category assistant Paul Graham said the multiple was considering rolling out tanks to its Bluebird and Cobham branches and was considering
ordering 20 more.
“This marks a major step change in how we offer our mussels. It is similar to going into a restaurant and picking out a lobster.”
The mussels are being sold at the same price as fresh chilled, and with the tank, sales have jumped five to six times higher, Graham said.
He added that the retailer was open to the possibility to extending the concept to other seafood.