US-based organic and regenerative food manufacturer Patagonia Provisions used social media interest in canned seafood and demand for protein to drive innovation, as the CPG brand builds off its apparel roots.
Patagonia Provisions, the CPG arm of the outdoor lifestyle and clothing brand Patagonia, started the year with two additions to its line of canned seafood – sardines with white beans, lemon, garlic and leeks and sardines with garlic and black beans, corn and salsa – that are available exclusively at Whole Foods Markets for six months.
The idea to combine beans and sardines into a single product came from what was being called “beans and ‘dines” on social media, explained Vidushi Bhargava, brand lead of seafood and pasta for Patagonia Provisions.
Patagonia Provisions is capitalizing on consumer interest in two key nutrients – protein and fiber – with these beans and sardines products, noted Bhargava.
Most consumers (85%) are trying to increase their protein consumption, according to a survey of 1,000 shoppers from yogurt brand Chobani and Edelman Data X Intelligence.
“People are obviously increasingly looking for protein, and canned fish is such a great protein source that you do not have to cook. It just can live in your pantry for years,” Bhargava added.
The canned seafood craze continues
In recent years, younger consumers embraced the versatility and convenience of canned seafood, sharing their recipes and cooking hacks on TikTok and Instagram. New canned seafood brands emerged to tap into these trends.
Canned seafood brand Fishwife leans into creative marketing and bold flavors to attract younger consumers. Additionally, vegan brand Seed to Surf uses clean branding aesthetics and whole vegetables and fungi to recreate seafood flavors, like snow crab and smoked whitefish.
Other social media trends, like the dense-bean salads that gained popularity over TikTok due to their high fiber content, created another entry point for Patagonia Provisions to share the benefits of its products, Bhargava said.
“I like to think of these sardines and beans as like a mini tinned fish-dense bean salad,” she added.
Patagonia Provisions focuses on brand awareness in 2025
Patagonia Provisions is driving growth across its core products – canned seafood, pasta and crackers – in the natural channel and boosting brand awareness, Bhargava said. Though it launched in 2012, the CPG brand still receives consumer comments like “Oh, Patagonia makes food,” she added.
Last year “was a big year of focusing on growing our distribution, growing our awareness within the natural channel. And I think 2025 will be a continuation of that. We also have some great new products, so focusing on those, getting those into new doors and also just reaching more and more consumers with the products,” Bhargava elaborated.
