Not that smart
Originally uploaded by Mooganic.
It must have been an interesting meeting when they came up with this branding. Surely the typical purchaser of fish fingers doesn't care or know about Omega 3? A more profitable group to aim for might have been frustrated parents who do care about Omega 3 and have to deal with obstreperous children. The "We've added Omega 3, just don't tell them" approach may have worked better.