The Aquaculture Stewardship Council has unveiled its first consumer-facing logo - set to appear on fish packs later this year.

The logo was designed by London agency Jones Knowles Ritchie and developed with the support of Birds Eye Iglo, which ran consumer tests.

The ASC, which was set up in 2010 to establish a certification system for farmed fish, said it had not yet received any applications to use the logo from UK processors.

However, once someone applied, the logo could go on packs before the end of the year, it added.

Until now, the ASC has focused on drawing up certification standards for different fish species, including pangasius.