TikTok is offering fresh food for the first time in the UK, with brands including Pasta Evangelists confirmed to launch on the platform.
From today, TikTok users can buy fresh food via the individual brand’s TikTok Shop page.
As well as Pasta Evangelists, brands including The Veg Box Company and The Fish Society are also involved in this new initiative.
According to TikTok, food content has amassed over 26 billion views on the app.
Brands selling on the platform will also have the opportunity to work with creators and offer exclusive discounts. The merchants also handle delivery of orders to customers.
“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,” TikTok ecommerce operations senior director Patrick Nommensen said.
“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, all whilst delivering people delicious fresh pasta.”