"As the vacuum pack of mussels is bumpy, to add a label or print on the pack is not possible," said Rob Mitchell, commercial director of SSMG.
"The card sleeve is therefore used to market the product with good visuals and a provenance story.
The SSMG has used a cardboard sleeve for selling similar fish products in the UK.
It had previously added labels in an attempt to sell sell the products into other European markets.
"This has never looked particularly professional," Rob Mitchell says, "now there are French, German and Italian translations on the back of pack.
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