Tinned Fish Goes Viral: How Fishwife Turned a Pantry Staple into a Health Trend
Fishwife offers ethically sourced, premium tinned seafood, celebrating sustainability and quality while revitalizing the traditional canned fish experience.
Tinned fish is having a moment—and Fishwife’s founder Becca Millstein is helping lead the charge. Once dismissed as a dusty pantry staple, canned seafood is now riding a viral wave of popularity, thanks in part to Fishwife’s colorful, vintage-inspired packaging and its emphasis on sustainability and sourcing transparency.
According to Vogue, interest in tinned fish has skyrocketed by 91% on TikTok over the past year, giving rise to a trend dubbed “TinTok.” But beneath the social buzz is a serious nutritional story. Tinned fish like sardines, mackerel, and salmon are rich in omega-3s, protein, and essential nutrients such as calcium and vitamin D. As registered dietitian Lauren Manaker told Vogue, it’s a smart and affordable way to get high-quality nutrition—no culinary skills required.
Sustainable, Stylish, and Seriously Nutritious
Fishwife’s appeal goes beyond looks. The brand prioritizes clean labels, ethical sourcing, and traceability, helping to attract a new generation of environmentally conscious consumers. It's part of a broader movement among brands like Wild Planet and Barnacle Foods, which are also rethinking how canned seafood is presented and distributed.
For many, the biggest draw is convenience. Tinned fish is shelf-stable, versatile, and budget-friendly. Whether tossed into a salad, stirred into pasta, or served on a tinned fish board with crackers and dips (a TinTok favorite), it’s a low-lift way to eat well.
A Rising Tide in the Pantry
Of course, not all tins are created equal. Experts advise checking labels for sodium and oil content, avoiding heavily processed varieties, and being mindful of mercury in tuna. Still, brands like Fishwife are making it easier—and more appealing—than ever to keep tinned seafood on hand.
As Millstein and her team continue to build the Fishwife brand, one thing is clear: canned fish isn’t just back—it’s cooler, healthier, and more stylish than ever.
Read more on Vogue
Listen to Becca Millstein with Alex Abelin on the Venture Everywhere podcast: Uncanny Products. Now on Apple & Spotify and check out all our past episodes here!
