The Next Big Food Trend Might Already Be on TikTok Shop

Food and beverage brands, both emerging and established, are increasingly using TikTok Shop to drive product discovery and sales. The platform has become a powerful entry point for social-first commerce, especially among unique and viral food products. Here’s what you need to know:

• TikTok Shop's total sales are up 120% year-over-year and major CPGs like Frito-Lay, OLLY, Cholula, and Keurig are now active sellers alongside rising brands like BonBon, Waterboy, and Hormbles Chormbles.
• Amanda Parker, head of food at TikTok Shop, says the platform excels in “discovery commerce.” Products like variety packs and TikTok-exclusive bundles (e.g., Poppi’s 6-pack) perform especially well, often leading to future omnichannel purchases elsewhere.
• Through affiliate-driven sales, smaller DTC brands like EZ Bombs have gone from zero to viral success and gained retail distribution at Walmart and Target. Meanwhile, big players like Mars use TikTok Shop to test new SKUs like freeze-dried Skittles (Skittles Pop’d).
• TikTok Shop has begun experimenting with perishable food sales through invite-only partnerships. Pike Place Fish Market hosted a live fish-selling event, and Omaha Steaks is among the latest to join this early-stage initiative, with gifting potential ahead of the holidays.
• TikTok Shop supports brand success through its ACE model (Assortment, Content, Empowerment). Partnerships differ for native DTC brands versus traditional CPGs, but the common thread is leaning into content, trends, and affiliate marketing to drive rapid growth.

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EZ Bombs' TikTok Shop Sales Stats

EZ Bombs has turned its viral TikTok success into real-world growth. The DTC brand, known for its bath-bomb-style seasoning “bombs” for dishes like birria, gained major attention through live shopping on TikTok Shop.

Charm data shows EZ Bombs’ U.S. TikTok Shop data between January and October 2025.

$6.8M

Total shop sales

In the past 10 months, the brand has continued to increase its TikTok Shop revenue, with the highest revenue month being July 2025 at $998K.

$3.8M

Sales of their top product

Their top-selling product during this time period was the EZ BOMBS: Birria Bombs 2 Bombs Per Pack.

12.9K

Creators

Their top video by sales is by the creator @theonlynaomix and generated $200K revenue as a result of $70K in video ad spend.

Brands & Products Driving Revenue from the #FreezeDriedCandy Trend

Food brands, agencies, and retailers are catching on to the freeze-dried candy craze sweeping TikTok. Staying ahead of fast-moving social trends helps them make smarter decisions about product launches, merchandising, and content that connects with their audience.

Charm is the only platform that tracks real revenue (not just views) linked to TikTok trends. Our deep dive into #FreezeDriedCandy reveals which brands and products are turning viral buzz into serious sales.

Below are the top-selling brands and products driving the #FreezeDriedCandy trend on U.S. TikTok Shop.

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