TikTok's in-app shopping system is becoming a new frontier that food companies are racing to occupy, with major brands like PepsiCo, Mars, and Hershey beginning to engage more deeply with this social media app.

According to TikTok company data, food category sales on TikTok Shop have more than doubled year-over-year, opening up a high-potential emerging growth channel for food manufacturers. Brands are not only using the platform to sell products but also as a reference source for innovation strategies, allowing them to quickly respond to internet trends such as Dubai chocolate and freeze-dried candy.

This growth reflects what TikTok calls the full acceleration of "discovery commerce." A company spokesperson said via email that in 2025, U.S. users conducted over 103 billion searches with purchase intent on the platform; total transaction value grew nearly 80% year-over-year, and business brand sales climbed 97%.

Food Dive interviewed Amanda Parker, head of TikTok Shop's food business, to discuss how CPG brands are using the app and how TikTok trends are reshaping innovation cycles. The following interview has been edited for brevity and clarity.

What role does TikTok Shop play in the CPG food and beverage industry?

Amanda Parker:TikTok Shop is a content-driven discovery platform—the intersection of content and commerce. We transform content that was previously just inspiration into direct purchase opportunities, all within the same system. This means that when consumers discover a new brand or a new product from an existing brand, their path to purchase is significantly shortened.

We work with a variety of brands, from viral content-first brands to emerging CPG companies to established brands with a century of history. For emerging brands, we provide a direct path to trial, lowering the barrier to entry—they don't even need a retail partner to succeed. Traditional brands use this to reach new audiences and reignite interest in legacy products. Across all these brands, launching innovative or exclusive products presents a powerful opportunity.

What types of products tend to be more successful?

We are a visual medium, so products that perform well often have visual appeal—from packaging to usage scenarios. If a protein bar can show an interesting stretchy texture on camera, that catches attention. I like to joke that we don't yet have "smell-o-vision" or "taste-o-vision," but visuals are key to sparking curiosity. Cultural relevance is equally important.

Products like candy salad and Dubai chocolate perform well because people can quickly capture their imagery on the platform. Anything with a unique form or extreme flavor—super spicy, super sour—can trigger reactions on camera. Products that clearly communicate their benefits also perform well, such as functional foods and beverages, which creators can tie to consumers' wellness journeys. Ultimately, products that make you stop mid-scroll are what work for us.

How are platform trends changing the speed of product innovation?

One of the most interesting phenomena I've observed over the past year and a half is how platform trends translate into commercialization cycles. Take "popcorn candy" as an example: we saw a content-based trend emerge organically, and then early adopters and more viral TikTok-native brands quickly commercialized it. Then Skittles itself innovated on the product on an accelerated timeline and launched it as a TikTok Shop exclusive—and it all started right here.

This cycle—from content trend to rapid commercialization to long-term product development—is fundamentally changing how food and beverage brands think about innovation speed, innovation sources, and line extension opportunities. We hear feedback from retailers that they are watching these trends and expecting brands to follow up quickly. The impact is spreading broadly across the industry.

What advice do you have for brands looking to maximize their use of TikTok Shop?

Entering our third year, we know that product selection with strong visual appeal and a content-first approach is especially critical. Prioritize products that are easy to demonstrate and attractive to creators.

Brands need to move quickly. We operate in a constantly evolving environment—if a product fits a trend or goes viral, we want brands to be ready. We can't predict virality, but we can prepare for it. At the same time, I also advise patience—gaining market traction takes time.

Think of us as an opportunity for rapid feedback—the feedback loop here is faster than many other channels. Come here for new product launches, trials, and direct engagement with your community. And be ready to capture the "halo effect" across other channels. Investment in TikTok Shop will ripple across a brand's entire omnichannel business.

Does creator-led content outperform traditional polished advertising on the platform?

Overall, we find that authentic, direct relationship-based content from individual creators performs best. Our users trust creator recommendations and view them as part of the discovery cycle. Authentic, high-quality content—but not necessarily at the production level of traditional advertising—works because it builds trust and creates a living-room recommendation experience.

How should brands think about what to offer on TikTok Shop?

Product assortment is the primary consideration. The most successful cases we see pair "hero products" with variety packs and bundles to enhance discoverability. Variety packs let consumers try four different flavors and find the one they love.

We also encourage brands to think about "pillar moments"—seasonal products and limited-time offerings. Combining evergreen products with seasonal peaks is key to making the assortment work.

What is the biggest mistake you see brands making?

Expecting this channel to operate like other channels is a trap. It's not just social media, and it's not just DTC—it's a unique combination of both.

Many sellers already have experience on TikTok as advertisers or as a content platform, so we advise them to specifically strengthen their Shop operations. The mistake is viewing Shop as separate from the broader TikTok platform—they should be closely connected. TikTok Shop strategy affects media spend, and vice versa. It's a closed-loop system where investment here ripples into other parts of the business.