Tinned fish, especially expensive brands that cost up to $10 per can, is hard to find at some grocery stores
The internet’s obsession with tinned fish has gone beyond the confines of TikTok’s ForYouPage. Matzon’s online success has even made it difficult for her to find some of her favorite tinned fish snacks, and she now stocks up in advance of recommending a product to her viewers. Its real life effects are apparent in the countless comments on her videos of users not able to find her recommendations anywhere. “You need to make some calls because there’s no mussels at Whole Foods,” writes one fan.
The attraction of tinned fish is its convenience. “It becomes this gourmet snack that literally took five minutes to put together,” Matzon says. “I think that’s what really resonated with my audience.” Matzon isn’t a newcomer to the world of tinned fish—her family owns Marky’s Caviar, whose products she often reviews on her page. “It’s always been a natural synergy,” she says of her tinned fish and caviar obsession.
Bay Area chef Hooke is believed to have kickstarted the TikTok trend when she started posting her “tinned fish date nights” back in, a tradition she has with her husband every Friday. The viral videos feature her at-home date night set ups: an assortment of tinned fish, usually paired with some natural wine and crackers. Her audience has grown to nearly 100,000 followers who tune in every week to see what tinned fish Hooke will try next.
“I did not at all expect that to have a reaction. I just was posting it because it was what we were doing, what we were eating and we loved it,” Hooke tells TIME. Her most, with over 4.5 million views, features a snack board of chorizo sardines, char-grilled octopus, and fried mussels. Comments on the post range from “This is my new favorite series on TikTok” to “I do not like tin fish, but I would try every one of these.
Audiences are now more aware of the range of this fish, but it doesn’t make the fancy cans any less expensive for trying. When asked for recommendations for beginners looking to participate in the craze, both Matzon and Hill reference $10-per-tin
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