At a recent concert, a tinned fish product by Fishwife sold for $20, drawing attention for being signed by singer-songwriter Audrey Hobert, an endorsement that seems to elevate its market appeal, reports BritPanorama.
Hobert expressed her connection to the brand, stating, “There’s a whole ecosystem of Fishwife trout in me.” The collaboration launched in June 2025, inspired by Fishwife CEO Becca Millstein’s observation of Hobert’s enthusiasm for the brand during several interviews, including one where she described the partnership as her “dream collab.”
Millstein noted the unorthodox nature of selling canned fish at concerts, emphasizing that many musicians are avid consumers of Fishwife products while on tour. “Musicians love Fishwife,” she remarked, though she wishes they would promote it more openly. The opportunity to introduce such items at live events is seen as pioneering in the music industry.
Canned fish, while often considered “bunker food,” has gained traction for its health benefits. It is rich in essential nutrients, particularly omega-3 fatty acids and vitamin D, both of which are frequently lacking in other food sources. After Fishwife’s inception in 2020, sales surged, increasing by more than 150% annually, according to Millstein.
Amidst the pandemic’s influence, the demand for the product has seen a notable rise, with interest in canned fish being amplified by social media trends. Vasco Motta, commercial director at Portugal’s Jose Gourmet, observed that the U.S. market plays a significant role in their expansion, fueled by innovative dining concepts like tinned fish date nights introduced by restaurants keen on social media presence.
How healthy is canned fish?
Canned fish is particularly lauded for its omega-3 fatty acids, which are known to reduce inflammation. Dr. Bonnie Patchen, a registered dietitian, emphasized the health benefits of consuming fish for its omega-3 content, linking it to improved lung function and reduced risks of chronic respiratory diseases.
Fish provides crucial nutrients such as vitamin D, which is less common in other foods, noted Dr. Nate Wood from Yale School of Medicine. “When you’re eating sardines, you’re eating the bones,” he explained, asserting that this contributes to significant calcium intake.
However, experts caution consumers to be aware of the sodium and mercury levels in certain canned fish, especially larger species like tuna. Patchen recommends opting for varieties packed in water rather than brine to mitigate sodium intake.
“Smaller fish that don’t eat larger animals tend to have less mercury,” Patchen stated. Albacore tuna, for instance, is noted for higher mercury content, whereas varieties like skipjack are often safer. While consuming tuna cans weekly is generally deemed safe, pregnant individuals are urged to limit mercury exposure further.
The trick is in the tin: Incorporating canned fish into your diet
The health benefits of canned fish are generally comparable to those of fresh fish, with convenience as a defining factor. “Buying fresh fish can be daunting for some people, whereas tinned fish is a really easy way to access those health advantages,” said Wood.
Canned products maintain a significant portion of the nutritional value found in fresh seafood, making them a viable option for obtaining essential nutrients with less preparation effort.
Patchen suggests incorporating canned fish into diets within the same frequency guidelines as fresh fish: two to three servings a week. Wood’s preferred tinned option is smoked mackerel, although he often uses anchovies and tuna in everyday cooking.
In culinary applications, he advises adding anchovies into pasta sauces for a boost of umami, while also encouraging consumers to experiment with salmon and sardines in salads or pasta dishes.
For a classic approach, Wood recommends enjoying sardines on crackers with mustard and hot sauce, a method passed down from his grandfather.
