Once a symbol of scarcity and survival, tinned fish has been reborn as a gourmet status item. Through TikTok tutorials, striking packaging, and a wave of food influencers, canned seafood is now marketed as chic, ethical, and effortlessly sophisticated, with premium offerings like smoked mackerel and octopus replacing the supermarket tin. In this episode, we explore how branding and storytelling transformed an overlooked staple into a luxury trend, why younger consumers are driving demand for artisanal preserves, and what this revival says about changing ideas of taste, convenience, and authenticity. The return of the tin reveals how even the humblest foods can be reinvented—when culture, commerce, and aesthetics align.

https://www.economist.com/culture/2024/07/30/tinned-fish-is-swimming-against-the-tide