A new brand is “angling” for attention on the supermarket shelves, a brand that captures the romance of the one that got away with the thrill of the illicit. Forbidden Fish has all the attraction of forbidden fruit, only it tastes better with chips, say fans.
“It’s an antidote to the smugness of the politically correct who always go for “responsibly caught” fish,” explains Forbidden’s managing director Eric Knowles. “Irresponsible fisherman litter the banks of rivers with wrecked Tupperware and old sandwiches, park smelly untaxed 4 x 4’s dangerously close to the water’s edge, break into fish farms at dead of night and throw bangers into the water, and leave fishhooks and tangled lines lying about, endangering dogs and wildlife alike. They tell lies to their bosses so they can take the day off to fish and very often they have extra marital sex behind a tree while maintaining multiple rods. But the fish they catch are always fresh and delicious, perhaps because they're so naughty!”
So far, Forbidden has concentrated on freshwater product, with market leader Sinful Salmon soon to be available in cans, promoted by the slogans “Get a Tinful of Sinful” and "I did what it said on the tin". Now, though, they have their sights set on the ocean. “Our trawlermen will never wear lifejackets, tease lobsters and radio the coastguard with fake mayday warnings in funny voices,” promised Knowles