Son Fish Sauce launches nationwide at 99 Ranch Market

Son Fish Sauce, a fourth-generation Vietnamese fish sauce brand, is now available nationwide at all 99 Ranch Market and 168 Market locations across the United States.

The rollout brings one of Vietnam’s most essential pantry staples to shelves at the country’s largest Asian supermarket chain. By the end of 2025, 99 Ranch Market and its sister chain, 168 Market, will operate a combined 72 stores nationwide — including five 168 Market locations — giving more families access to authentic Vietnamese flavors.

Founded by husband-and-wife team Danny and Albee Tran, Son Fish Sauce is rooted in a family tradition of fish sauce making that dates back over 75 years (2026 there will be some special launches for the anniversary). The sauce is naturally fermented for a year using wild-caught anchovies and sea salt, with no preservatives, MSG, or additives. What comes out, they bottle… ensuring a purity and depth of flavor prized by chefs and home cooks alike.

“Growing up in Little Saigon, Westminster, 99 Ranch has always been a pillar in our community — it was our go-to for Vietnamese as well as other Asian ethnic products,” said Danny Tran, founder of Son Fish Sauce. “To be able to have authentic Vietnamese products on their shelves nationwide, is a full circle moment for me.”

Son Fish Sauce has already been embraced by Whole Foods Market, but the 99 Ranch launch marks its broadest distribution to date amongst Asian communities in America. For the founders, it represents not just growth, but cultural representation on a national scale.

Son Fish Sauce is a portfolio company of NextShark Ventures, the venture arm of NextShark. The studio invests in and incubates founder-led companies across food, lifestyle, and culture, supporting Asian entrepreneurs with strategic guidance, resources, and a global media platform reaching over 100 million people monthly.