How TikTok Is Changing the Way Food and Beverage Brands Launch

TikTok is increasingly positioning itself as a digital grocer, working with food & beverage brands to help them test, launch, and merchandise products directly on the platform. Here’s what you need to know:

• TikTok Shop’s food and beverage category more than doubled since early 2024, with platform-wide growth hitting 120% YoY. The number of larger brands ($30M+ revenue) joining TikTok Shop rose 95% YoY in the first half of 2025, according to Amanda Parker, Head of Food for TikTok Shop.
• Major CPG brands like Mars and Coca-Cola now use TikTok Shop to launch new products, test flavors, and engage superfans, a strategy once reserved for grocery chains. For instance, Mars launched Skittles POP’d, inspired by a freeze-drying TikTok trend.
• TikTok success often drives DTC, ecommerce, and in-store growth. For example, EZ Bombs (a seasoning product) used TikTok Shop to reach $19M in sales and land retail placement in 1,000+ stores, including Walmart and Albertsons, within one year.
• Executives from Bayer, Coca-Cola, and Ahold Delhaize say TikTok is reshaping their retail media, marketing, and commerce strategies. TikTok also uses hashtag trends (e.g., watermelon → pumpkin → gingerbread) to predict emerging shopping trends before they hit other platforms.

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Top-Selling Food & Beverage Shops on TikTok Shop

TikTok Shop is positioning itself as a digital grocer, helping food and beverage brands to drive sales, innovation, and retail growth.

Charm data shows the top five food & beverage shops and their top product based on U.S. TikTok Shop sales from January through September 2025.

1. Nerdy Nuts Shop

Total Revenue: $7.5M

Total Item Sold: 494K

Top Product: Dubai Chocolate Bar Peanut Butter Treat

Product Revenue: $4.2M

Item Sold: 267K

2. BUILT.BAR

Total Revenue: $7.3M

Total Item Sold: 275K

Top Product: Built Bar Mixed Variety Box - 12 Protein Packed Puff Chocolate

Product Revenue: $1.8M

Item Sold: 75K

3. Nathan and Sons

Total Revenue: $6.8M

Total Item Sold: 258K

Top Product: Remineralizing Gum Oral Care Product

Product Revenue: $4.8M

Item Sold: 189K

4. EZ Bombs

Total Revenue: $6.3M

Total Item Sold: 383K

Product Top Product: EZ BOMBS BirriaBombs 2 Bombs Per Pack - Seasoning Spice Bomb Flavor

Revenue: $3.4M

Item Sold: 247K

5. Prime Bites Protein Treats

Total Revenue: $5.8M

Total Item Sold: 209K

Top Product: Prime Bites Protein Brownie Variety Pack

Product Revenue: $1.8M

Item Sold: 72K

Brands & Products Driving Revenue from the #HighProtein Trend

Brands and retailers need to keep up with the trends shaping their industry to inform their content strategy, merchandising decisions, and product assortment/development. Spotting social trends first can also help brands beat competitors in their space.

Charm is the only social listening platform to track revenue (not just views) associated with TikTok trends, so we dove into the #highprotein trend to see which shops and products are driving revenue from this protein craze.

Below are the top brands and products based on the U.S. TikTok Shop sales associated with the hashtag #highprotein.

Want more DTC & TikTok Shop insights like these? Book a demo of Charm today.