Sales boom at supermarkets as UK consumers seek cheap food, but European species listed as endangered since 2010
Sainsbury's has admitted misleading shoppers by selling jellied eels on its fish counters as "British" when they actually came from New Zealand.
The supermarket owned up after the Angling Trust, which represents the UK's anglers, complained that shoppers were being misled.
Justin King, chief executive of Sainsbury's wrote to the trust to admit the mistake and promised to rectify in-store labelling, which saw the jellied eels sold under a large sign saying "from sustainable sources from around the British Isles". He said: "As a result of your communication we will ensure communications at our store fish counters are as clear as possible."
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