TikTok enters grocery sector with fresh food offer

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TikTok has launched a fresh food offer on its shopping platform

The social media app has said users will be able to purchase fresh food items directly from brands such as Pasta Evangelists, The Veg Box Company and The Fish Society.

Each merchant will handle delivery directly.

Food content has been extremely popular on TikTok, with #FoodTok attracting 26 billion views to date.

Participating brands may also work with influencers and run exclusive livestreams offering discounts to viewers.

TikTok senior director of ecommerce operations Patrick Nommensen 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 I am excited to see more fresh products available on the platform.”

Pasta Evangelists co-founder and chief marketing officer Finn Lagun 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 exciting opportunity to change the face of modern retail.”