Sir new film "Ocean" released in cinemas this week, may just start a new food trend, industry insiders believe.

It is thought the film could nudge consumers towards more plant-based fish, according to a report in Food Manufacture magazine.

The film will show why stabilising the ocean recovery is the key to stabilising climate change and food awareness campaigners ProVeg International believe it might just push people towards a more plant-based diet.

The film, released on the veteran wildlife broadcaster's 99th birthday, will highlight the importance of a healthy ocean and thriving marine wildlife to the planet.

In the cinema-length documentary, Sir David says: "It is hard to imagine a more wasteful way to catch fish" as he discusses bottom trawling and the impact of wide-scale industrial fishing."

"Over-fishing is destroying marine eco-systems and I encourage people not to switch to farmed fish instead.

"These are effectively underwater factory farms, causing immense suffering and pollution. The best way to protect our oceans is to stop eating fish altogether" said Matthew Glover, founder of Veganuary, managing director at Veg Capital and Chairman of Vegan Food Group, speaking to Food Manufacture magazine this week.

Rosie Bambaji of plant-based brand Happiee added: "David Attenbrough's Ocean highlights the urgent need to rethink our relationship with the sea. Decades of overfishing have pushed marine eco-systems to the brink.

"At Happiee we are reimagining seafood for a new generation, delivering the same great taste but without trawlers. The coean shouldn't have to pay the price for what's on our plate."

However, Sir David insists the situation is not without hope if we 'leave the ocean alone" with his message timed ahead of World Ocean Day on June 8 and the United Nations Ocean conference.

Sir David has promoted a plant-based diet in recent years. While not a strict vegetarian, he has significantly reduced his red meat consumption and has stated that he is "much more vegetarian than I ever thought I would be" and has promoted the benefits of a plant-based diet.

"I have certainly changed my diet and become much more vegetarian" he said.

And while there aren't many seafood plant based alternatives on the UK market yet, ProVeg International believes this film could turn the tide.

"We believe a powerful documentary like this will lead people to question what they can do as individuals to help the seas recover," said Jasmijn de Boo, ProVeg Global CEO.

A recent Smart Protein Project survey found 43% of consumers said they would be willing to try plant-based seafood, while 35% said they would buy cultivated fish in the future.

The UK fishing industry is worth approximately £1.1 billion annually based on the value of sea fish landed by UK vessels in 2023, with a total of 719,000 tonnes landed.

Around 6500 people are employed on UK registered fishing vessels with a further 18,000 full-time equivalent jobs in fish processing sites.