Asda has defended its decision to sell a whole wild salmon for just £3.

The 1.2kg frozen fish has emerged as a key tool in the Leeds-based retailer’s promotional Christmas push.

Asda said it was able to offer such a competitive price after dramatically cutting shipping costs that would have taken the price up to £7.

“It is sustainably sourced from Alaska, where the fish are caught in the wild and frozen immediately to ensure the best quality and flavour,” an Asda spokesman said.