Discount caviar is no longer just for special occasions. Now sold by DTC brands that seemingly pop up overnight, caviar is being binge-eaten on the couch or served to toddlers. The Wall Street Journal reports that the luxury food is facing an identity crisis as accessibility increases.

Traditional caviar, once reserved for high-end events, is now widely available through direct-to-consumer brands. This shift has changed how people consume and perceive the delicacy. The article highlights how modern brands are making caviar more accessible, but also diluting its exclusive image.

As more consumers try caviar, the food's status as a luxury symbol is being challenged. The trend reflects broader changes in how luxury goods are marketed and consumed in the digital age.