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

The TikTok #FoodTok community loves cooking up a storm, with everyone from amateur foodies to well-known chefs taking to TikTok to share their love of all things food. 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.

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TikTok is also having a significant impact on how food brands are engaging the next generation of food-lovers to drive sales. With each individual merchant handling delivery directly, our community can seamlessly complete their purchase entirely on-platform through the brands’ TikTok Shop page. Merchants may also work with Creators to run exclusive TikTok LIVES, giving the #FoodTok community access to discounts and the content they’ve come to love whilst driving sales.

From 1 August, users will be able to purchase fresh food directly from brands including Pasta Evangelists, The Fish Society, The Veg Box Company, By Ruby and EXALT by downloading the TikTok app and going to their TikTok Shop pages.

Patrick Nommensen, Senior Director, eCommerce Operations commented: “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. 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, 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.”

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