“We are seeing uplifts in the region of twenty to twenty five times when we do promotions,” said Mark Grant, senior seafood buyer.

The data appears to back claims by Greek farmed producer Selonda the United Kingdom is the fastest growing importer followed by Germany.

Sales of fresh wild sea bass and bream have been ticking, but with better planning and sourcing around the farmed species, Tesco says it's made them key lines for promotional activity this year.

Tesco has put farmed whole sea bass or fillets on a half-price promotion at least once a month this year.