Major UK supermarkets are facing accusations of “skimpflation” after switching from Atlantic mackerel to the cheaper and less nutritious jack mackerel. The change, driven by dwindling fish stocks due to years of overfishing, has sparked concern among consumer advocates who argue that shoppers are being quietly misled about product quality.
Princes, a key supplier to major retailers, recently announced it would replace Atlantic mackerel in its tinned products with jack mackerel across all its lines. The company stated that the substitution meets Marine Stewardship Council (MSC) sustainability standards and was introduced following extensive testing. Princes described the alternative as having a milder flavor and a meatier texture, asserting that the new fish is clearly labeled.
Lidl is also selling jack mackerel under its own brand, citing a commitment to responsibly managed fisheries. However, the switch has prompted complaints from consumers regarding differences in taste and texture, as well as confusion over labeling clarity.
Sue Davies, head of food policy at Which?, highlighted the nutritional disparity between the two species. She noted that jack mackerel contains approximately half the omega-3 fatty acids and only a third of the vitamin B12 found in traditional Atlantic mackerel. “It’s a real concern when manufacturers quietly downgrade everyday staples like these as shoppers can end up paying the same price for a product that delivers significantly less nutritional quality,” Davies said.
The shift comes against the backdrop of the long-running “mackerel war,” an international dispute involving the UK, Iceland, Norway, the EU, and others over catch quotas. Scientific assessments indicate that north-east Atlantic mackerel catches have exceeded recommended levels by an average of 39% over the past 15 years. According to the International Council for the Exploration of the Sea (ICES), stocks have plummeted by roughly three-quarters in the last decade.
Consequently, the Marine Stewardship Council has revoked MSC certification for Atlantic mackerel, meaning it no longer complies with many retailers’ sustainability policies. The intergovernmental body has advised slashing the 2026 catch quota by approximately 70% to allow the population to recover. In February, Waitrose suspended sales of fresh, chilled, and frozen mackerel, a move praised by the Marine Conservation Society as “leading and decisive.”
Regulatory changes have also facilitated the marketing shift. Until December 2025, UK law restricted the sale of Carangidae species—the family to which jack mackerel belongs—to labels such as “jack,” “scad,” or “horse mackerel.” However, shortly after Princes launched its product as “jack mackerel,” the Department for Environment, Food and Rural Affairs updated its rules to permit the new labeling.
The trend extends beyond the UK, with supermarkets in the Netherlands ceasing sales of Atlantic mackerel and at least one Swedish retailer adopting jack mackerel as an alternative. Industry figures suggest that wholesale Chilean jack mackerel costs roughly one-third of Atlantic mackerel, driving the economic incentive for the substitution.
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