Extending shelf-life means big bucks for supermarkets and Jeremy Haydn-Davis from packaging manufacturer Sirane is counting on it for the success of the company’s new anti-bacterial absorbent pads for fish packaging.

Made with natural anti-bacterial/microbial substances, the pads use organic acids and bioflavinoids in a "never before" used application, according to Haydn-Davis.

The bioflavinoids -- basically the things you find in effervescent vitamin drinks -- bring out the natural defenses of the fish and fight against bacteria that cause listeria, amongst other things, and add 2-3 days shelf-life, Haydn-Davis told IntraFish.