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'Power has flipped' Supermarkets race each other to cash in on TikTok fads
The Guardian
|May 24, 2025
Supermarkets race each other to cash in on TikTok fads
Food fads were once dictated by shops and restaurants, but now viral videos are influencing what stores stock – and how quickly.
Supermarkets are using artificial intelligence tools that track TikTok posts, online recipes, social media discussions and restaurant reviews to help them react faster to the latest trends.
The big grocers were once the trendsetters, studying popular items on restaurant menus and recreating them on their shelves. But that "power has flipped", according to Zoe Simons, a brand development chef at Waitrose.
"Before, we relied on what was popular at restaurants or we had to wait months for data to come through. Now, because of TikTok and Instagram, our accuracy has gotten so much better."
The "Dubai chocolate" bar, invented by Sarah Hamouda, a British-Egyptian living in the Gulf, became a huge viral hit. One video of a food influencer eating the bar, which contains a filling of pistachio cream and tahini with knafeh, has been watched more than 120m times on TikTok.
Dit verhaal komt uit de May 24, 2025-editie van The Guardian.
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