Leading the tinned fish revival with a Mediterranean pantry to match. Retailers are backing azouro.

Tinned fish is having a moment, and azouro is leading the UK revival with sardine and mackerel fillets that deliver on flavour, health, and designer shelf appeal. UK consumers are increasingly turning to premium tinned fish as a convenient, nutritious, and sustainable alternative to fresh seafood. This shift is creating new opportunities for forward-thinking retailers to stock design-led, high-quality brands like azouro.

Tinned fish is a retail trend, azouro is perfectly placed

Key Market Insights:

• The UK canned seafood market was valued at USD 1.47 billion in 2023, with fish representing approximately 75% of that total.

• The category is forecast to grow at a 2.5% compound annual growth rate (CAGR) through 2030.

• Within the premium segment, Waitrose reported a 17% year-on-year sales increase in tinned mackerel and anchovies, driven by consumer demand for health-conscious, protein-rich foods.

• Selfridges reported a 30% surge in premium tinned fish sales during Valentine’s week, indicating a growing appetite for gourmet, giftable tinned fish.

Sources: Statista & Grand View Research (2024) – UK Canned Seafood Market Forecast. Grocery Trader, citing 2024 Waitrose Food & Drink Report. The Times, 2024 – Selfridges Valentine’s Sales Report on Tinned Fish.

azouro’s artisan-quality, beautifully packaged sardine and mackerel fillets—combined with its olive oils and olives, tap directly into this market growth. With proven performance across 120+ stores in Ireland, azouro offers UK retailers a timely, trend-aligned range with strong merchandising appeal, premium positioning, and consumer credibility.

“There’s no need to complicate what is already perfect. Great food that is good for you.”— Stephen Firth, Founder, azouro

azouro Sardine Fillets

azouro Mackerel Fillets

Great Taste Awards

azouro sardine croquette by Row Wines.

Sardine and Mackerel Fillets

Star products

Rich in Omega-3 and protein, they’re a hit with health-conscious foodies.

Sardine Fillets in Organic Extra Virgin Olive Oil and Seaweed (106g tin)

Infused with organic seaweed (Sea Lettuce & Bladderwrack) for an extra layer of umami flavour.

Awarded 2 Stars at the Great Taste Awards 2022.

Mackerel Fillets in Organic Extra Virgin Olive Oil and Lemon Thyme (106g tin)

Enhanced with lemon thyme, providing a delicate and light herbal note.

More than tinned fish, a full Mediterranean pantry

azouro also offers award-winning extra virgin olive oil and Portuguese olives, designed with the same care and commitment to quality.

Extra virgin olive oil from the PDO-certified region – Trás-os-Montes, Douro Valley, one of Portugal’s most prestigious olive-growing regions.

Extra virgin olive oil (500ml)

Pressed from Verdeal, Madural, and Cobrançosa olives in Trás-os-Montes PDO.

2-Star Great Taste Award 2024

Rare, native Portuguese olive varieties, naturally cured in brine for up to 24 months, ensure a rich taste and perfect texture.

Whole olives (350g jar, 210g drained)

• Galega – Tree-Ripened Whole Olives with Oregano 

  • Sourced from the Beira Baixa region.

  • Naturally sweet and firm texture.

  • Known as the “olive of Portugal”, these are an everyday favourite.
    

• Negrinha do Douro – Tree-Ripened Whole Olives with Garlic and Oregano

  • Grown in the Douro region, with a firm and robust flavour.

  • Split and naturally brined before being enhanced with garlic and oregano.

  • A must-try for olive lovers seeking bold and rich flavours.

Designed for retail

 From the Douro Valley in Northern Portugal, PDO Extra Virgin Olive Oil from Trás-os-Montes.

Designed to sell. The modern packaging, mosaic-inspired graphics, and premium glass and tin formats were made to stand out on the shelf. Every product is a conversation starter, whether displayed singly or merchandised in multiples.

With a proven track record in Ireland and growing demand in the UK, azouro is a standout opportunity for retailers looking to ride the tinned fish wave, and offer a full Mediterranean range with real impact.

azouro brings the best of Portugal to your plate.

Crafted with care, respecting both tradition and the environment.

Want to stock azouro?

If you’re a retail buyer or distributor looking for a brand with real flavour, real integrity, and real consumer momentum, please get in touch

Galega – tree-ripened whole olives with oregano

Negrinha do Douro – tree-ripened whole olives with garlic and oregano

azouro product range;