The power of TikTok to drive conversation can be seen everywhere, from music charts packed with trending audio to viral beauty products flying off the shelves, and the same is true for new product launches from some of the UK’s leading supermarkets. 

From frozen feta pasta to butter boards, TikTok has become a hotbed for fast-moving food trends that blend creativity with ‘craveability’, and retailers are taking note. With Gen Z and Millennial shoppers increasingly turning to the platform for meal inspiration, the impact on supermarket NPD is undeniable. Food trends that once took months to trickle down from restaurant menus are now reaching mainstream shelves in record time, as supermarkets race to cater to digitally influenced palates. 

For food developers and retail buyers, the platform has become an always-on source of product insight, where hashtags act as real-time focus groups. But the challenge lies in distinguishing flash-in-the-pan fads from scalable product opportunities, especially as development cycles are forced to accelerate. 

Here’s how some major UK retailers are translating TikTok trends into new product development: 

Waitrose leans into Asian flavours 

Waitrose, inspired by the boom in popularity of Korean and Japanese cuisines, have introduced eight new products to the Cooks’ Ingredients range, including Korean Inspired Bibimbap Sauce and Hot Honey Gochujang. The new range will also include a Sriracha Sprinkle, responding to a 105% rise in searches for ‘Sriracha Mayo’ and a 28% increase for ‘Sriracha Sauce’ on Waitrose.com over four weeks. 

The viral ‘Irish Spice Bag’ on TikTok has prompted a surge of interest in salt & pepper flavouring, with TikTok searches for ‘Salt and Pepper’ recipes increasing by 468% in the first week of May. 

Emilie Wolfman, Trends Manager at Waitrose, says: “We know that Korean cuisines have sparked customer interest as they experiment with fermented and umami flavours, meaning that our new Cooks’ Ingredients Korean Inspired Bibimbap Sauce and Cooks’ Ingredients Hot Honey Gochujang will be a perfect addition to any food lover’s pantry.” 

On 8 May, the retailer shared that searches on TikTok for ‘Japanese Chicken’ and ‘Japanese Recipes’ were up 340% and 1000% over the previous week, with sales for Ottolenghi Miso Pesto up 13% and the Cooks’ Ingredients White Miso sales up 4%. 

This kind of rapid response signals a shift in how retailers gather insights, with digital listening tools now playing a key role in flavour forecasting and agile product development. 

Aldi goes Greek 

Aldi has announced the launch of new gyros kits for consumers to bring home the taste of Greece, with options including a Donar Kebab Gyros Kit and a Lamb Kofta Gyros Kit. The retailer is making it easier than ever for shoppers to recreate the TikTok-famous dish, with the hashtag #gyrosrecipe surpassing 77.5 million views on the platform. 

Social media virality is being used as a credible proof point for launch decisions, especially when aligned with consumer desire for convenience and international flavours. 

Co-op 'un-veils' Marry Me Chicken Sandwich 

Co-op has recently announced the launch of a limited edition Irresistible Marry Me Chicken Sandwich, inspired by the viral ‘Marry Me Chicken’ TikTok recipes and available until 12 June as part of the retailer's Premium Lunchtime Meal Deal. 

The launch taps into a trend that has taken social media by storm. Originally coined in 2016, ‘Marry Me Chicken’ is thought to be so good it’s ‘marriage worthy’. The popular dish, now widely shared on TikTok and Instagram, typically features chicken breasts in a rich, creamy sauce with sun-dried tomatoes, cream, garlic, herbs and Parmesan. 

Nicole Tallant, Head of Own Brand at Co-op, comments: “We’re always looking for ways to innovate and develop truly delicious products that create excitement. As a convenience retailer, we know our Lunchtime Meal Deal provides added value for shoppers and is a popular choice for many on-the-go – adding a limited-edition sandwich to the premium deal, inspired by one of the biggest food trends in the past year, felt like a match made in heaven.” 

This trend also demonstrates the opportunity to elevate lunch offerings with storytelling and TikTok-inspired naming, building instant familiarity and emotional pull. 

Asda says no harm in the parm 

Asda has announced its new Summer Grill by Asda Garlic & Parmesan Chicken Wings, citing the 266.4 million combined views on ‘Garlic Parmesan’ chicken recipes on TikTok. This forms part of Asda’s new 'Summer' range, which comprises 64 products themed around the start of BBQ season. 

Asda is the first to take this viral flavour combination into the chicken wings category, responding to growing consumer demand for TikTok-famous comfort foods that bridge indulgence and shareability. 

Tesco gets into the Italian sandwich trend 

Tesco is responding to soaring interest in Italian-style sandwiches driven by a viral TikTok trend, which has seen users sharing recipes for indulgent creations packed with Italian bread, cheese and meats. The trend has prompted a surge in demand, with sales of Finest Smoked Scamorza Mozzarella up by nearly 400%, Italian Burrata up over 100%, and Gorgonzola up nearly 70%. 

Charlotte Gramlick, Cheese Buyer at Tesco, explains: “Quality sandwiches are very on trend right now and across the UK you’ll find artisan takeaway shops in major cities creating sandwiches that are a complete meal in themselves with all kinds of luxury ingredients. That trend is also being replicated at home with home chefs using social media sites and especially TikTok to show off their creations and recipes.” 

To meet this growing appetite, Tesco is launching a new Finest Mortadella and Mozzarella with Pesto Ricotta in Focaccia sandwich next month, developed in partnership with Samworth Brothers. 

The food manufacturer’s Senior Development Chef Harry Dempster adds: “Authentic Italian food is a key trend right now, both as a sit-down meal and as food on the go. This new sandwich has been inspired by the quality sandwiches being made in Italian delis at the moment.” 

For brands and manufacturers alike, the ability to move fast, from hashtag to shelf, is becoming a competitive differentiator. 

As TikTok continues to blur the lines between entertainment and influence, it’s clear that social media is no longer just a marketing tool, it’s a central feature of product development. For food developers, the challenge is not only spotting trends but identifying which have the shelf life and scalability to justify investment. 

This shift is also driving a new model of product development, one built on real-time insights, agile internal systems, and often, cross-functional collaboration between trendspotters, NPD teams and even influencers. Some retailers are exploring co-creation models, while others are embedding social data directly into their development pipelines. 

What’s clear is that the scrollable screen is now one of the most powerful tools shaping what we eat. As Gen Z and Millennial consumers prioritise novelty, flavour mashups, and shareability, expect supermarkets to keep leaning into the platform that brings food, identity and content together. 

What TikTok trend do you think will inspire the next supermarket launch? 

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