The Null Device

A fish named Colin

British supermarket chain Sainsbury's has unilaterally renamed the fish known as pollack to "colin", in an attempt to rid it of connotations of poor quality and/or avoid potential offense to Britain's Polish community. In a further attempt to sell more of the fish, Sainsbury's hired the designer Wayne Hemingway (of fashion label Red Or Dead) to come up with Jackson Pollock-inspired packaging for the newly rebranded fish.

This is not the first time Britain's supermarkets have renamed products to avoid (actual or imagined) embarrassment; in 2001, Tesco considered renaming spotted dick to "spotted Richard".

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