"Sainsbury's first with year-round fresh Kippers - and a tip for keeping the smell away" press release

Press release announcing that "a quintessentially British breakfast favourite is now available 44 weeks a year, thanks to a new Sainsbury initiative to extend the availability of whole fresh kippers on its fresh fish counters.
Traditionally, the end of the largely Scottish herring season in September has marked the end of fresh supplies to supermarket fish counters. Kippers and fillets produced from frozen herrings then take over in the Sainsbury's pre-packed fish aisles until the Scottish season starts again in June.
Working with a new supplier, Danish herring will land throughout the winter and early spring having been prepared in Denmark before delivering them to the UK. Within two days of catch they will be smoked and prepared for sale on Sainsbury's 390 fresh fish counters."