TikTok to sell fresh food in UK for the first time

TikTok has announced that its users in the UK will be able to purchase fresh food directly through its Shop, including pasta brand Pasta Evangelists, online fishmonger The Fish Society, and The Veg Box Company.

Users can complete their purchase of the food entirely on-platform through the various brands’ TikTok Shop pages. Each merchant handles the delivery process, according to recent reports.

Food content has now clocked up over 26 billion views on the platform, with TikTok being the catalyst for some of the biggest viral food trends over the past year.

Merchants also have the opportunity to work with ‘Creators’ to run exclusive ‘TikTok LIVES’, giving users access to discounts and content to drive sales.

“TikTok has made it easier than ever for food brands and creators to be discovered, and we have an active community of food lovers on the platform,” said Patrick Nommensen, Senior Director of E-Commerce Operations.

“Enabling fresh food brands and creators to sell directly to our community through a seamless transaction on TikTok Shop is a logical next step. There will also be a huge opportunity for new food brands looking for a springboard to market, and I am excited to see more fresh products available on the platform.”

Finn Lagun, Co-Founder and CMO at Pasta Evangelists, commented: “We were early innovators in bringing fresh, artisan pasta to people at home and now we’re going to be one of the the first fresh food brands in the UK to be sold through TikTok. It’s an exciting opportunity to change the face of modern retail, all whilst delivering people delicious fresh pasta.”