The Rise of Tinned Fish as a Trendy Food
Social media has always been a hub for unusual food trends, and one of the latest phenomena is capturing attention: tinned fish. Once considered a humble pantry staple, this seafood is now making waves in supermarkets and among food influencers, with some varieties priced at over £12.50.
Tinned fish has long been associated with convenience, often used as a quick sandwich filler or a simple addition to salads. Its affordability and long shelf life made it a go-to item for many households. However, recent trends suggest that this unassuming food is undergoing a transformation. Supermarkets in Britain are now stocking more premium options, with posh tins of sardines and tuna available at significantly higher prices than their standard counterparts.
At Marks & Spencer, for example, a can of ‘white’ tuna can be found for £12.50, while a tin of sardines costs £11. These prices are more than ten times the cost of regular tinned fish, which M&S sells for under a pound. Similarly, Waitrose offers a can of ‘Cantabrian’ Anchovy fillets for £10. This shift in pricing reflects a growing interest in high-quality canned seafood, which is being marketed as a luxury item.
The Influencer Behind the Trend
One of the most prominent voices in this movement is Marcus Ansell, known online as ‘Tinned Fish Reviews.’ With over 1.3 million followers on TikTok and Instagram, he has turned his passion for tinned fish into a full-time career. Ansell’s videos, often featuring him wearing a fez and accompanied by his dog, King Arthur, have helped introduce audiences to the diverse world of canned seafood.
Ansell explains that people are beginning to realize the potential of tinned fish beyond the basic supermarket variety. He notes that while regular canned tuna may have a metallic taste and dry texture, the premium options offer a delicate, buttery flavor that is far more enjoyable. “They do seem very expensive,” he says, “but when you consider them a luxury item, it sort of becomes more reasonable.”
His journey into tinned fish began two years ago when he received some from his sister during Christmas. After posting his first video, he quickly gained a following, eventually leading him to quit his full-time job to focus on reviewing tinned fish. According to Ansell, Asda and Tesco have good ranges, particularly their Extra Special and finest lines, while M&S offers popular hot smoked mackerel.
A Unique Culinary Experience
Ansell also highlights the variety of tinned fish available, noting that there are so many different types that it could become a hobby for enthusiasts. One of his priciest finds was a tin of Alalunga Hake, which cost £23 due to its unique sourcing from the cheeks of the fish. “It’s absolutely amazing,” he says. “You can easily spend over £20 though.”
He typically enjoys tinned fish on its own or with a bit of toast. For more expensive varieties with sauce, he recommends heating them up before eating. “Some have butter at the bottom,” he explains, “so you have to heat it up and pour the butter on some toast before you chew on it. It’s fantastic.”
A New Trend on Social Media
In addition to the premium tinned fish trend, another curious phenomenon has emerged on social media. Some food influencers have been experimenting with folding a paper towel on top of an opened can of sardines and setting it on fire. If the kitchen doesn’t burn down, this method is said to create gently smoked fish within minutes.
Former chef and TikTok influencer Ben Slator tried this technique with a £13 can of Los Peperete sardines. In a video, he described the result as tasting like barbecued fish and noted that it was “surprisingly delicious.” This unconventional approach has added another layer to the tinned fish craze, drawing even more attention from young TikTok users.
Health Benefits and Growing Popularity
Despite its long history, dating back to the 1700s, tinned fish is experiencing a resurgence in popularity, especially among younger generations who are discovering it through social media. Health food influencer Sunna van Kampen, with nearly 900,000 followers, has called tinned fish the “trendiest food of 2026.” She emphasizes its health benefits, noting that it is high in omega-3s and consists mainly of olive oil and fish.
Another influencer, known online as Tonic Health, praised the expensive supermarket tinned fish, saying, “Not sure it’s worth 12 quid but it is delicious tuna and super healthy.” This sentiment reflects a growing appreciation for the nutritional value and versatility of tinned fish.
As the trend continues to evolve, it seems that tinned fish is no longer just a convenient pantry item—it’s becoming a symbol of culinary curiosity and sophistication. Whether enjoyed as a simple snack or incorporated into gourmet dishes, this once-overlooked food is finding its place in the modern dining scene.
