How Comur, Fishwife and Nice Cans are Both Fueling and Riding the Colorful Seafood Wave.

*Fishwife packaging is playful and colorful.*

Once relegated to the back of the pantry, tinned fish is having a full-blown cultural renaissance—complete with dazzling packaging, viral moments, and a new generation of fans. At the heart of this seafood revival are three standout brands reshaping the conversation: The Fantastic World of the Portuguese Sardine, a whimsical Times Square destination turning canned sardines into collectible art; Fishwife, the direct-to-consumer darling bringing sustainability and millennial flair to smoked salmon and anchovies; and Nice Cans, the cheeky Canadian brand celebrating conservas with bold design and culinary credibility.

These brands aren’t just selling canned fish—they’re rebranding it as stylish, ethical, and crave-worthy. From nostalgic storytelling and immersive retail experiences to social media-savvy packaging that pops off the shelf (and your Instagram feed), they’re proving that seafood can be shelf-stable and sexy.

A Change of Color: Fishwife

During the dark days of the COVID lockdown, Becca Millstein, co-founder of Fishwife, the popular tinned seafood brand, found herself turning to a humble pantry staple: tinned fish.

“It was consistent with our quarantine lifestyle—limiting grocery visits while looking for shelf-stable, satiating, and nutritious foods,” Millstein told Forbes recently. “Only tinned fish and canned beans fit the bill.”

But something was off. Despite the global love for preserved seafood, the U.S. tinned fish aisle was visually and conceptually uninspired. Millstein saw an opportunity to disrupt the category with a fresh take rooted in sustainability, storytelling, and serious flavor.

“The canned fish aisle was all blue, white, green—and fish graphics,” she explains. “We flipped that. We brought in bright pink, red, cobalt, and an irreverent pipe-smoking fishwife. We wanted to stand out by doing the exact opposite.”

With a background in marketing, Millstein chose a bold strategy: direct-to-consumer distribution and a strong social media presence. “My goal was to create the first truly beloved tinned seafood brand by building direct and meaningful relationships with our community.”

Today, Fishwife is stocked in smaller gourmet stores and big outlets such as Costco and Amazon.

Nice Cans: Reimagining Tinned Seafood with Bold Design

*Nice Cans created packaging that is more streamlined but incorporates bright colors and mock playing card design.*

Chef Charlotte Langley, known for her commitment to sustainable seafood, launched Nice Cans to transform the perception of canned fish. Drawing inspiration from European conservas, she aimed to infuse the North American market with a sense of fun and flair.

The brand's packaging breaks away from traditional muted tones, embracing vibrant colors and playful typography. This bold aesthetic is not just about standing out on shelves; it's a deliberate effort to challenge the notion that canned seafood is dull or outdated.

“Canning felt like this beautiful, overlooked art form,” Langley told Thingtesting in an interview. “It preserves flavor, it's super sustainable, and I loved that it didn’t rely on refrigeration. Plus, no one was doing it in a way that felt fun or elevated. Everyone was still stuck in the 99-cent tuna mindset. I wanted to make people look at canned food and say, "Wait, this is amazing!"

Langley's approach to branding is rooted in storytelling. By highlighting the journey from ocean to tin, she connects consumers to the source, emphasizing transparency and sustainability. The design elements serve as a visual narrative, inviting customers to engage with the product on a deeper level.

“It came down to three things: confidence, convenience, and a bit of cheeky joy. People don’t always know what to do with seafood. It can feel intimidating. So I thought, what if we made it approachable? What if cracking open a can felt like a treat? Like a little flirtation in your day. Nice Cans had to taste great, look amazing on the shelf, and be something you felt proud to share, or eat at your desk with zero shame. I want it to feel like a wink from your pantry.” (via Thingtesting)

The Fantastic World of the Portuguese Sardine

Nestled in the heart of Times Square, The Fantastic World of the Portuguese Sardine is more than just a store—it's a vibrant celebration of Portugal's rich sardine canning heritage. This whimsical two-story shop opened in mid 2023, and is designed to resemble a "Canning Library".

The store features floor-to-ceiling shelves adorned with colorful sardine tins, each marked with a specific year from 1916 to the present. These date-stamped cans, while all produced recently, serve as unique commemorative gifts, highlighting significant events and notable personalities from each year .

Operated by Comur, one of Portugal's largest canning companies, this flagship U.S. location brings a touch of Portuguese tradition to New York City. Beyond its visual appeal, the store offers over 30 varieties of canned fish, including sardines in olive oil, spicy lobster with seaweed, and the luxurious "Portuguese Gold" sardines—hand-deboned, skinless, and adorned with edible gold flakes, priced at $44 per can .

*Package design from The Fantastic World of the Portuguese Sardine vast collection of products.*

The store's immersive experience, complete with imported Portuguese decor and a carnival-like atmosphere, has played a significant role in revitalizing interest in canned fish in the U.S. Its unique presentation and premium offerings have attracted both locals and tourists, contributing to a broader appreciation for tinned seafood.

Moreover, the store has inadvertently fueled the "Sardine Girl Summer" trend—a playful aesthetic embracing sardine-themed fashion and decor. From sardine-printed tees to fish-inspired accessories, this trend has gained traction on social media platforms, with retailers like Anthropologie and Farm Rio embracing the motif . The store's vibrant packaging and nostalgic charm have resonated with a generation seeking both style and substance in their culinary choices.

In essence, The Fantastic World of the Portuguese Sardine has transformed a humble pantry staple into a cultural phenomenon, blending tradition with modern flair and capturing the imagination of a new audience.