The Big Protein crowd has come for tiny fish

"Rather than it being a trend that companies are riding, this wave of tinned fish has finally taken its rightful place as something beloved in pantries in the US. Weinfeld, based in LA, is one of hundreds of "tinfluencers" spreading the gospel of sardines, which have taken the American diet by storm in recent years."

"What started as a quirky pandemic trend has ushered in a sea change in how Americans satisfy their massive appetite for protein and address long-standing tensions around healthy, sustainable eating. Sardines have been rebranded as a sexy, convenient superfood with premium packaging and a price to match."

"Americans bought $3.52 billion worth of shelf-stable seafood over the past year, according to data from market research firm Circana. Tuna is the top seller, but sardines have overtaken salmon as the second most popular tinned fish, according to Anne-Marie Roerink, president of 210 Analytics."

Harrison Weinfeld, known as The Sardinfluencer, champions tinned fish consumption in America, inspired by his grandfather's Holocaust survivor traditions. What began as a quirky pandemic trend has evolved into a significant market shift, with Americans purchasing $3.52 billion in shelf-stable seafood annually. Sardines now rank as the second most popular tinned fish after tuna, surpassing salmon. Social media creators, termed "tinfluencers," drive this movement through creative recipes ranging from sardine sandwiches to sardini cocktails. The trend addresses contemporary concerns about sustainable protein sources and healthy eating while rebranding sardines as premium, convenient superfoods with upscale packaging.

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