Skimpflation Warning as Tinned Mackerel Alternative Hits More Supermarket Shelves

Which? has warned that supermarkets selling jack mackerel instead of Atlantic mackerel is an example of “skimpflation”, as Princes and Lidl expand use of the cheaper fish, according to BBC. Princes said last October it was changing all of its tinned mackerel products to jack mackerel, while Lidl is selling the fish under its house brand. The consumer group said shoppers may be paying the same price for a product with less nutritional value. Jack mackerel has about half as much omega-3 and around a third as much vitamin B12 as traditional mackerel. Princes said its products are clearly identified and were introduced after product and consumer testing, describing jack mackerel as having a milder flavour and meatier texture. The switch comes as Atlantic mackerel stocks have fallen sharply after years of overfishing. The Marine Stewardship Council says catches in the north-east Atlantic have exceeded scientific advice by an average of 39% over the past 15 years, while Ices says stocks have dropped by roughly three-quarters over the past decade and has advised cutting 2026 catches by about 70%.