C OV E R
HOME DE
Home delivery heats up
TikTok is to sell fresh food for the first time, with Pasta Evangelists, The Fish Society and The Veg Box Company among the first brands to launch on the platform.
T
ikTok users in the UK will soon be able to purchase fresh food directly through TikTok Shop. The UK currently has more than 17 million active TikTok users and they tend to spend over 60 minutes a day on the app. Food content has now clocked up more than 26 billion views on the platform, with everyone from amateur foodies to celebrity chefs taking to TikTok to share their love of all things food, and it has been the catalyst for some of the biggest viral food trends over the past year. Now users will be able to purchase fresh food directly from brands including pasta brand Pasta Evangelists, online
fishmonger The Fish Society, The Veg Box Company, ready meal firm By Ruby, and juice and smoothie specialist EXALT by downloading the TikTok app and going to the brands’ TikTok Shop pages. Patrick Nommensen, Senior Director, eCommerce Operations, said: “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
10 I SLRMAG.CO.UK/ ISSUE 116/ WEDNESDAY 3RD AUGUST 2022
I am excited to see more fresh products available on the platform.” Finn Lagun, Co-Founder and CMO at Pasta Evangelists, added: “We were early innovators in bringing fresh, artisan pasta to people at home and now we’re going to be one of the first fresh food brands in the UK to be sold through TikTok. It’s an
