JKR

The AquAdvantage salmon is designed to grow at double the normal speed, and is set to become the first GM animal we can buy and eat.

Assuming its designers have improved on god and evolution (take your pick) and that the fast-growing fish also tastes good, I guess we can look forward to tucking in soon.

Animal husbandry means branded livestock is nothing new, but nevertheless this feels like the dawn of a remarkable change in food marketing. One wonders if this new food genre will be flagged with a neutrally informative GM flash or with something that spins the science as a positive?

I think the branding of such products will, ironically, be ultra traditional and conservative, to counter balance concerns about nature 2.0.

With this in mind I would recommend that the AquAdvantage is swiftly re-branded as (say) the ‘copper-creek stone salmon’.

Otherwise those outside of fishery management might take the plastic name to indicate he is a close relative of Blinky, the radioactive mutant Mr Burns tried to market as a wholesome evolution on The Simpsons.