Now, I'm not a marketing guru, but isn't this stretching the promotional labelling thing a bit far? What does 'new look' mean anyway, when we're referring to fish cakes? And they've stated that it's the same product; nothing to shout about, in my book.
What will they think of next? 'Contains ingredients' or 'Low in dynamite'? They only put this green label on because they needed to put a green label on, since this has become subliminal advertising on the supermarket shelves.