Chronological coverage updated 11th September 2026 16:59.
Update 1 · 11th September 2026
Food Brands Face Backlash After Replacing Tinned Mackerel With Cheaper Species
Food producers and major supermarkets have begun replacing traditional tinned Atlantic mackerel fillets with jack mackerel fillets, citing severe overfishing and supply chain pressures in the north-east Atlantic.
Prominent brands including Princes, alongside supermarket own-label ranges such as Lidl, have made the switch. Although products are labelled to reflect the change, consumer advocates note that shoppers are paying similar prices for a significantly cheaper fish species.
Quality and Nutritional Differences
Industry experts and consumer groups point out that jack mackerel is an entirely distinct species with different flavour, texture, and nutritional profiles. Chilean jack mackerel costs approximately one-third the price of Atlantic true mackerel, yet retail prices have largely remained unchanged.
From a health perspective, jack mackerel provides roughly half the amount of omega-3 fatty acids found in traditional mackerel. The consumer group Which? characterised the shift as another instance of "skimpflation," where product quality drops while prices remain elevated.
Supply Chain Pressures and Labelling Rules
The change follows regulatory adjustments by the Department for Environment, Food and Rural Affairs (Defra), which updated labelling rules to allow the species to be marketed as "jack mackerel" rather than its former designations such as "horse mackerel" or "scad".
Environmental pressure has mounted as the Marine Conservation Society placed north-east Atlantic mackerel on its "red" list of fish to avoid. Producers like Princes stated the decision was made due to unsustainable catch levels, adding they would consider reverting to traditional mackerel if sustainable management and certification are restored.
The Guardian reportedly quoted Sue Davies (head of food policy at Which?) as saying: “While manufacturers face genuine supply chain pressures and sustainability challenges, they have a responsibility to shoppers to be completely upfront when they change a product’s recipe.”.
Chilean jack mackerel costs approximately one-third of the price of Atlantic true mackerel and contains roughly half as much omega-3 fatty acid..
- Retailers and food brands are substituting tinned Atlantic mackerel with jack mackerel due to severe stock depletion.
- Jack mackerel delivers roughly half the omega-3 content of traditional mackerel despite being sold at comparable retail prices.
- Environmental groups rank north-east Atlantic mackerel as a "fish to avoid" due to ongoing overfishing.
