The GuardianUK News & Comment• 1 min read

Fishy business: who really profits when sardines go viral? - video

Published 25 August 2026, 11:00am

Once a cheap store-cupboard staple, sardines are fast becoming a luxury food item. Last year, #SardineGirlSummer saw influencers promoting the health benefits of sardinemaxxing, while sardinecore became the must-have fashion trend.

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