in britain in the 1950s, most of the herring catch was pickled and exported to other north european countries. in an attempt to make herring more appealing on the home market, companies tried to present it in a new way, creating herring fishsticks called “herring savouries” and were tested on the market against a bland control product of cod sticks, sold as “fish fingers.” shoppers in southampton and south wales, showed an overwhelming preference for the cod. cod fishsticks were first produced in great yarmouth and introduced in britain on 26 september 1955. they became immensely popular after television advertising began in 1956. to this day, fish sticks are a favorite food among children.