America’s Tinned Fish Obsession — and Why Italy Should Lead the Next Wave
By Margaret Ross
Over the past few years, there has been a shiny and briny revolution happening on pantry shelves across the U.S. We have witnessed a renaissance of tinned fish. The cans once reserved for back-of-the-cupboard last-minute lunches took over charcuterie boards, beach picnics, and natural wine pairings. But these new wave tins aren’t your grocery store’s sad canned tuna. Even the name change indicates a shift: doesn’t “tinned fish” sound more chic than “canned tuna”?
The products are design-forward, storytelling, consciously-sourced, flavor–rich jewels of the sea. Sardines in spicy tomato. Smoked trout with dill. Anchovies that come with lifestyle branding. The darling of the tinned fish wave is Fishwife, with its maximalist design and buzzy collabs. You may have also seen Jose Gourmet tins with their minimalist artistic renditions of the fish inside.
Like most of the U.S.’s new wave pantry trends, the opportunity has not been met in Italy, despite being home to top-quality olive oil and vinegar preservation and umami-rich ingredients.
Historically, in American food culture, canned fish lived squarely in the “desperation dinner” category, associated with grandparents and smelly tuna salad. So why did tinned fish become the signal of a cool pantry?
Fishwife, for example, launched with bold branding that invites the sardines to center stage on a charcuterie board. Partnering with cool brands and launching on the shelves of natural wine stores positions the product as a specialty good rather than a grocery store essential.
Cool goods with photographable packaging satisfy demand for affordable luxury, appealing to budget-conscious young people who opt for a homemade snack board at home rather than dining out. The convenience factor, which also drives the charcuterie board trend more broadly, draws in audiences who don’t cook and are otherwise hard to reach with “ingredient” products. Tinned fish checks a lot of boxes as a low-effort, high-vibe, protein-rich product.
Fishwife products
The same artisanal quality, wrapped in branding made for the modern international market, could be the recipe for the next cult tinned fish. Imagine Calabrian ‘nduja-spiked tuna packed with mid-century modern flair, or a collab between a Sicilian cannery and a Milanese fashion house. Italy has the terroir, the tradition, the technical skill. This is the moment for Italian producers and global brands to team up and give Italy’s preserved fish the rebrand it deserves.
For brands looking to launch something special that meets the moment, tinned fish is the low-hanging fruit of the sea ripe for Italian elevation. With the right production partner, you can develop a private-label line of Italian tinned fish wrapped in packaging that begs the question, “is this art or lunch?” Whether you are a fine foods grocery, a natural wine-loving hospitality group, or a wellness brand obsessed with omega-3s, tinned seafood made in Italy is a chance to anchor your brand in tradition and trend.
The key ingredients for a successful made-in-Italy tinned fish product are sourcing, packaging, and storytelling. Trusted suppliers ensure that customers know their food is safe and sustainable. Packaging tells the story of that source, while elevating the product to chic, giftable, shelf art. This is where heritage meets innovation, traditional curing methods meet exciting aesthetics.
For example, Armatore of Cetara on the Amalfi Coast balances legacy and innovation. The brand collaborated with design studio Lettera7 for their 4Rotte line of jarred fish, dedicated to the valorization of underutilized Mediterranean species. The project combines taste and tradition with sustainable fishing and production methods, plus sharp design that honors authentic varieties.
Italy’s tinned fish artisanship may hold the key to the next chapter in global pantry trends. Now, a modern reframe can match the quality of the product with equally compelling storytelling and design. As consumers crave convenience and sophistication, the opportunity is ripe for Italian producers to shine internationally, offering preserved seafood that feels as fresh and fashionable as it tastes.
Ready to bring your own tinned fish brand to life?
Imagine Food & Beverage helps brands develop custom products that combine Italian craftsmanship with global trends. From sourcing and supplier matchmaking to branding, packaging, and positioning — we offer a full suite of product development services tailored to your vision.
👉 Get in touch today to explore how we can help you turn Italian tradition into your next standout product.
