Key facts
- Shoppers are concerned that tinned mackerel may contain jack mackerel, a different species, due to overfishing.
- Jack mackerel is a cheaper fish with different flavor and nutritional values compared to traditional mackerel.
- Consumer group Which? described the practice as "skimpflation", where products are changed without shoppers realizing.
- Lidl's replacement jack mackerel fillets scored 3.5 out of 10 compared to its original mackerel fillets' 8 out of 10.
- Jack mackerel has about half the omega-3 fatty acids of traditional mackerel.
- Chilean jack mackerel costs about a third of Atlantic true mackerel.
Consumers are raising concerns that tinned mackerel may not be what they expect, as major brands and supermarket own-labels are replacing traditional mackerel with jack mackerel due to overfishing. Food experts note that jack mackerel is a different species with a different flavor and nutritional profile, and is significantly cheaper.
Consumer group Which? has labeled this practice "skimpflation," where manufacturers reduce costs by substituting ingredients without clear consumer awareness. Sue Davies, head of food policy at Which?, stated that while supply chain pressures are real, manufacturers have a responsibility to be upfront about recipe changes.
Viral canned seafood reviewer Marcus Ansell rated Lidl's original mackerel fillets 8 out of 10, while its MSC-certified jack mackerel replacement scored a low 3.5 out of 10. Ansell described jack mackerel as a "completely different species" and "of significantly lower quality," with about half the omega-3 fatty acids of traditional mackerel.
Last year, labeling rules were updated by the Department for Environment, Food and Rural Affairs to allow "jack mackerel" to be sold under that name, previously only permitted as "horse mackerel," "jack," "scad," or "trevally." The Marine Conservation Society has previously warned that mackerel stocks are at breaking point due to overfishing, rating northeast Atlantic mackerel as "red" or "fish to avoid."
Princes cited concerns over unsustainable catch levels for its decision to move away from North-East Atlantic mackerel, stating it would reconsider if sustainable management is restored. Lidl confirmed its switch to MSC-certified Chilean Jack mackerel, with plans to review its sourcing policies.