Iceland says it has become the first UK supermarket to sell fish deemed surplus to requirements by other chains.

Until now, some non-target fish caught in nets has been thrown back into the sea either dead or dying because it did not fit certain requirements.

Now some megrim, grey gurnard and other types of white fish rejected by some stores will be packaged and sold with the cod to be used to make dishes such as fish curry and fish pie.

Forty per cent of all fish caught worldwide is captured unintentionally and returned to the ocean, never to make it to the dinner table.

The unwanted fish, known as "bycatch", is a major issue for the fishing industry because it has a massive impact on sustainability levels.

Iceland's bycatch will be sold as their "What the Fish?" range.

The announcement comes in the wake of the supermarket’s recent pledge to go plastic-free on its own-label products by the end of 2023 and to stock biodegradable chewing gum.

Richard Walker, Iceland’s managing director, said: “Enjoying fish that is traditionally seen as bycatch gives us more variety and also helps make eating fish more sustainable.

"The more that supermarkets can do to encourage customers to try to new options, the better for the planet.”

Following the bycatch decision, Iceland commissioned research of 2,000 UK adults to explore their attitudes to fish and its sustainability.

Meghan Markle launches cookbook in aid of Grenfell Tower survivors Show all 11 1 /11 Meghan Markle launches cookbook in aid of Grenfell Tower survivors Meghan Markle launches cookbook in aid of Grenfell Tower survivors NEWS EDITORIAL USE ONLY. NO COMMERCIAL USE. NO MERCHANDISING, ADVERTISING, SOUVENIRS, MEMORABILIA or COLOURABLY SIMILAR. NOT FOR USE AFTER 17 SEPTEMBER 2019 WITHOUT PRIOR PERMISSION FROM KENSINGTON PALACE. Copyright in the photograph is vested in Jenny Zarins Ltd. Publications are asked to credit the photographs to Jenny Zarins. No charge should be made for the supply, release or publication of the photograph. The photograph must not be digitally enhanced, manipulated or modified in any manner or form. This handout photograph issued by Kensington Palace shows food on the table in the Hubb Community Kitchen at the Al Manaar Muslim Cultural Heritage Centre in West London, in the aftermath of the Grenfell Tower fire, which has resulted in the publications of Together: Our Community Cookbook, that features the women's own personal recipes from across Europe, the Middle East, North Africa and the Eastern Mediterranean and for which the Duchess of Sussex has written the foreword. PA Wire/PA Images Meghan Markle launches cookbook in aid of Grenfell Tower survivors NEWS EDITORIAL USE ONLY. NO COMMERCIAL USE. NO MERCHANDISING, ADVERTISING, SOUVENIRS, MEMORABILIA or COLOURABLY SIMILAR. NOT FOR USE AFTER 17 SEPTEMBER 2019 WITHOUT PRIOR PERMISSION FROM KENSINGTON PALACE. Copyright in the photograph is vested in Jenny Zarins Ltd. Publications are asked to credit the photographs to Jenny Zarins. No charge should be made for the supply, release or publication of the photograph. The photograph must not be digitally enhanced, manipulated or modified in any manner or form. This handout photograph issued by Kensington Palace shows the Duchess of Sussex cooking with women in the Hubb Community Kitchen at the Al Manaar Muslim Cultural Heritage Centre in West London, in the aftermath of the Grenfell Tower fire, which has resulted in the publications of Together: Our Community Cookbook, which features the women's own personal recipes from across Europe, the Middle East, North Africa and the Eastern Mediterranean and for which the Duchess has written the foreword. PA Wire/PA Images Meghan Markle launches cookbook in aid of Grenfell Tower survivors NEWS EDITORIAL USE ONLY. NO COMMERCIAL USE. NO MERCHANDISING, ADVERTISING, SOUVENIRS, MEMORABILIA or COLOURABLY SIMILAR. NOT FOR USE AFTER 17 SEPTEMBER 2019 WITHOUT PRIOR PERMISSION FROM KENSINGTON PALACE. Copyright in the photograph is vested in Jenny Zarins Ltd. Publications are asked to credit the photographs to Jenny Zarins. No charge should be made for the supply, release or publication of the photograph. The photograph must not be digitally enhanced, manipulated or modified in any manner or form. This handout photograph issued by Kensington Palace shows (left to right), Hiwot Dagnachew, Aysha Bora, Halima Al-huthaifi, Ahlam Saeid, Munira Mahmud, cooking in the Hubb Community Kitchen at the Al Manaar Muslim Cultural Heritage Centre in West London, in the aftermath of the Grenfell Tower fire, which has resulted in the publications of Together: Our Community Cookbook, that features the women's own personal recipes from across Europe, the Middle East, North Africa and the Eastern Mediterranean and for which the Duchess of Sussex has written the foreword. PA Wire/PA Images Meghan Markle launches cookbook in aid of Grenfell Tower survivors NEWS EDITORIAL USE ONLY. NO COMMERCIAL USE. NO MERCHANDISING, ADVERTISING, SOUVENIRS, MEMORABILIA or COLOURABLY SIMILAR. NOT FOR USE AFTER 17 SEPTEMBER 2019 WITHOUT PRIOR PERMISSION FROM KENSINGTON PALACE. Copyright in the photograph is vested in Jenny Zarins Ltd. Publications are asked to credit the photographs to Jenny Zarins. No charge should be made for the supply, release or publication of the photograph. The photograph must not be digitally enhanced, manipulated or modified in any manner or form. This handout photograph issued by Kensington Palace shows Intlak Al Saiegh and Ahlam Saeid cooking in the Hubb Community Kitchen at the Al Manaar Muslim Cultural Heritage Centre in West London, in the aftermath of the Grenfell Tower fire, which has resulted in the publications of Together: Our Community Cookbook, that features the women's own personal recipes from across Europe, the Middle East, North Africa and the Eastern Mediterranean and for which the Duchess of Sussex has written the foreword. PA Wire/PA Images Meghan Markle launches cookbook in aid of Grenfell Tower survivors NEWS EDITORIAL USE ONLY. NO COMMERCIAL USE. NO MERCHANDISING, ADVERTISING, SOUVENIRS, MEMORABILIA or COLOURABLY SIMILAR. NOT FOR USE AFTER 17 SEPTEMBER 2019 WITHOUT PRIOR PERMISSION FROM KENSINGTON PALACE. Copyright in the photograph is vested in Jenny Zarins Ltd. Publications are asked to credit the photographs to Jenny Zarins. No charge should be made for the supply, release or publication of the photograph. The photograph must not be digitally enhanced, manipulated or modified in any manner or form. 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The photograph must not be digitally enhanced, manipulated or modified in any manner or form. This handout photograph issued by Kensington Palace shows the Duchess of Sussex with women in the Hubb Community Kitchen at the Al Manaar Muslim Cultural Heritage Centre in West London, in the aftermath of the Grenfell Tower fire. Their partnership has resulted in the publications of Together: Our Community Cookbook, which features the women's own personal recipes from across Europe, the Middle East, North Africa and the Eastern Mediterranean and for which the Duchess has written the foreword. PA Wire/PA Images Meghan Markle launches cookbook in aid of Grenfell Tower survivors LONDON, ENGLAND - SEPTEMBER 20: Prince Harry, Duke of Sussex and Meghan, Duchess of Sussex (C) and her mother Doria Ragland pose for a family picture during the launch of a cookbook with recipes from a group of women affected by the Grenfell Tower fire at Kensington Palace on September 20, 2018 in London, England. 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The results showed seven in 10 thought UK food retailers needed to reduce bycatch or make greater efforts to sell "non-target fish".

One-third admitted they were worried about the sustainability of fish.

Researchers found that UK adults ate fish twice a week on average – amounting to 95 times a year – and that they spent £303 a year on it.

Nearly three-quarters, or 72 per cent, believed they should eat more of it than they do currently.

The most commonly consumed fish among those polled was cod – with 72 per cent revealing this as the fish they typically ate.

Salmon is one of top fish choices

Haddock was the second most favoured, followed by salmon, tuna and plaice in third, fourth and fifth respectively.

One-quarter prefer their fish grilled, one-fifth liked it fried and the same proportion opted to bake it.

Britons are creatures of habit when it comes to fish, the survey found, with three-quarters tending to stick to the same type when eating it at home.

Top 10 most commonly consumed fish

1. Cod

2. Haddock

3. Salmon

4. Tuna

5. Plaice

6. Mackerel

7. Sardines

8. Trout

9. Kippers

10. Pollock