Tinned tuna has become the latest culinary craze, with social media influencers on TikTok driving a significant boost in sales. Tesco, one of the UK's largest supermarket chains, has reported an almost 18 per cent increase in tinned tuna sales over the past two years, equating to an additional 2.25 million kilograms sold.
While tinned fish was a staple in British kitchens for much of the 20th century, its popularity declined after the Second World War with the advent of refrigeration. Sales remained steady but saw a brief spike during lockdown when shoppers sought long-shelf-life foods. Now, younger consumers are rediscovering tinned tuna, thanks to viral TikTok trends.
Lee Bannerman, Tesco’s tinned fish buyer, said: 'Tinned tuna is at the height of culinary fashion and is being driven by younger shoppers who have tuned into the fact that it is a cheap and convenient way of boosting their protein intake.' He noted that the trend started in America but has now taken off in the UK, with TikTok 'awash with influencers posting their tinned fish meal creations.'
Robert Wiltshire, head of seafood sourcing and sustainability at LDH, Tesco’s main tinned fish supplier, observed: 'Tinned fish and especially tuna has always been popular but with a more defined and more mature audience. But now the younger generation are picking up on just how versatile tuna is and even high-end restaurants are adding it to their menus.'
Tesco has confirmed that all its tuna products carry the Marine Stewardship Council (MSC) blue tick, ensuring sustainable sourcing. George Clark, MSC UK & Ireland programme director, commented: 'It’s fantastic to see this ambitious commitment from Tesco to only sell MSC-certified sustainable tuna confirmed. Making more sustainable tuna available to the TikTok generation shows how Tesco is both meeting expectations of its customers and supporting sustainable tuna fisheries worldwide.'
