What can better express 'Experience the Arctic Pureness' than a crystal clear block of ice that contains the product and accessories floating in it? The new brand tag line: 'Experience the Arctic Pureness' is wrapped around the package. The block of ice illustrates that the fish is from the arctic region (through clear ice), while the whole value chain, from sea to table, is clearly demonstrated (the fish, the plate, the bottle, etc.) Plus, the 'exclusive distribution' is important - the process of developing the ice block makes you aware that 'this is not for everybody'.

This new package, until now, has been produced in limited numbers only. It is part of an ongoing campaign, and is both time consuming to produce and relatively expensive for 'mass production'. However, the people who received it were overwhelmed by its content and called Global Fish President Mr. Hoddevik straight after the package arrived at their doorstep. One of the recipients stated, "I have received the most incredible thing at my doorstep today".