Disguised as a sheep, the wolf is able to make off with a sheep every day, until the shepherd finds out – so the fable goes. Giving a modern twist to the tale, a global packaging producer has now launched a sauce in fish’s clothing. The goal: To make sure kids eat their cod or salmon, and prepare their palates for the meal they are about to have. After all, you eat with your eyes first.

Other innovations potentially on the drawing board are the sausage-shaped ketchup bottle, an asparagus-shaped Sauce Hollandaise, and – this one has designers wreaking their brains – a spaghetti-shaped Bolognese…