This innovative packaging solution from London designers PostlerFerguson, is genius in all the right ways:

Supermarkets are expanding their fresh fish offerings to include more sustainable species like gurnard, mackerel and skate. These fish are cheaper and just as tasty, but customers often shy away from them because they are unfamiliar and occasionally just plain ugly.

The packages are constructed from a double layered polyethylene, so they are airtight, resealable and can be filled with ice for transport to keep your fish fresh until it hits the pan!