TikTok has started selling fresh food on its platform for the first time in the UK with Pasta Evangelists among the brands available on the social network.
TikTok users are able to buy directly from brand pages on the app . Other food brands selling via the platform include The Veg Box Company and The Fish Company.
The merchants, which will take responsibility for delivery of orders, can work with TikTok’s network of creators to run live content and offer users exclusive discounts.
Food content is a huge driver of engagement on TikTok, with everyone from amateur foodies to well-known chefs sharing tips, recipes and mouth-watering meals on the platform.
Over the past year, TikTok’s food content has clocked up more than 26 billion views and has been the catalyst for some of the biggest viral food trends.
TikTok ecommerce operations senior director 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 said: “It’s an exciting opportunity to change the face of modern retail, all whilst delivering people delicious fresh pasta.”