Wm Morrisons Supermarkets, awarded the "Seafood Retailer of the Year" in 2012, launched a revamped seafood range on Wednesday.

Morrisons said in-store changes have already started, with a total makeover of all its fish offerings planned. Customers will have 425 lines of seafood to choose from by the time January 2013 rolls around, along with an array of 50 different fish varieties across the year.

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Morrisons is aiming to "get fish back on the British menu". According to British government statistics, the average UK resident eats fish about 17 times a year.

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