Fillet up: Fish Branding & Packaging gets a sleek makeover

By giving less attractive species of fish a more appealing luxury presentation, supermarkets hope to tempt people into buying less endangered, sustainable varieties.

Constructed from double-layered polyethylene, the airtight packages are re-sealable and can be filled with ice for transport to help the contents remain fresh.

For more information on brands communicating a sense of conscience and sustainability, read our Just Nots Toolkit.