Lantz got very rich. The same thing happened with slimehead fish, a deep-sea fish abundant off the coast of New Zealand. You might have eaten one too, but it was sold to you as orange roughy.

Butter with wine and shallots is a basic sauce for most fish and chicken. Orange roughy is also known as red roughy, ...

A series of fish rebranding campaigns have succeeded ... while the unappetising-sounding “slimehead” was renamed the orange roughy. In the UK, Cornish sardines is a “glammed-up name to ...