TikTok is a launchpad for food and beverage trends, with viral flavors moving rapidly from For You pages to mainstream retailers, according to recent data from Spate that highlights just how dramatic this growth has become – showing that platforms like TikTok are no longer just cultural drivers, but full-fledged innovation pipelines.
Unprecedented speed-to-market
Compared to just a few years ago, brands are now acting on viral moments with unprecedented speed.
“Social teams spot a trend, R&D moves fast and brands often ‘full send’ into the market to capture cultural momentum,” says Alyssa Williams, manager of category insights at Spate.
TikTok has also evolved into a commerce engine thanks to TikTok Shop. Brands can now generate buzz and drive sales in the same place. As a result, launches are often less about long-term repeat purchases and more about cultural relevance, awareness and real-time feedback loops with consumers.
My/Mochi is one brand leaning into this approach. Inspired by Gen Z’s love of sensorial, textural food experiences, the company recently debuted My/Mochi Ice Cream Sandwiches – a first for the category.
The launch was reinforced through GoPuff, a Gen Z–centric commerce channel tuned into trending flavors and formats.
TikTok’s 6 fastest-growing food and beverage trends
Several food and beverage trends are seeing explosive year-over-year growth, with some topping 1,000% increases in TikTok mentions, according to Spate. The following trend analytics were pulled by Spate from August 2024 to July 2025 comparing them to August 2023 to July 2024:
- Dubai Chocolate Bar boasts more than 1,000% year-over-year growth on TikTok and more than 394.8% search growth on Google. Dubai Chocolate Bars stand out for how quickly they have gone from viral sensation to mass retail adoption.
“It is already showing up in mainstream retailers like Costco, and I expect even broader adoption in the coming months,” says Spate.
- Matcha Einspanner similarly has searches soar more than 1,000% year-over-year on TikTok and more than 24.4% search growth on Google. Unfamiliar with this concoction? A matcha einspanner is a layered matcha latte inspired by the classic Vienna einspanner, which traditionally pairs strong espresso with a thick layer of whipped cream and a dusting of cocoa powder.
- Pickle Cotton Candy is going viral for TikTok users purchasing, taste testing and giving their reviews, bringing in more than 1,000% year-over-year growth on TikTok and more than 664.6% search growth on Google.
- Honey Chipotle Sauce aligns with the spicy-sweet (swicy) movement with more than 1,000% year-over-year search growth on TikTok and more than 87.8% search growth on Google.
- Pistachio Cream recipe how-tos are a strong contender with more than 644.8% year-over-year search growth on TikTok and more than 66.8% search growth on Google.
- Ceremonial-grade Matcha is up a reported 614.1% in year-over-year searches on TikTok and up more than 152.2% searches on Google. According to Spate, Matcha also remains a powerhouse. Beyond its sustained popularity, TikTok has given rise to new mashups like Strawberry Matcha and Banana Matcha, while the growth of ceremonial-grade matcha signals that consumers are trading up for premium quality.
How brands can capitalize beyond virality
Experts see matcha, pistachio and spicy-sweet flavors as having more staying power.
“Matcha has evolved from a latte trend into a platform flavor across beverages and snacks, while pistachio is expanding beyond gelato into spreads and creams,” notes Spate.
Swicy profiles like honey chipotle are proving resilient, balancing boldness with approachability.
Pickle-based flavors, by contrast, tend to remain novelty-driven – perfect for cultural buzz, but less likely to become pantry staples.
That didn’t stop My/Mochi from capitalizing on the trend. On National Pickle Day 2023, the brand released a limited-edition Pickle Mochi Ice Cream, supported by influencer content, a pickleball court takeover, and even a Pickle Festival.
“It is critical that any and all trend-driven flavors, products or initiatives always ladder back to our core portfolio and brand ethos of delivering moments of joy,” explains Bridget Wolf, CMO at My/Mochi. “And most importantly, they must deliver on taste and quality. Pickle was a perfect example – people loved it!”
Moving beyond flavor: Rituals and cultural moments
Not all trends are about single flavors. TikTok has amplified broader cultural rituals – from aesthetic “girl dinner” spreads and pasta nights as curated experiences, to at-home entertaining with restaurant-quality products.
This past summer, tomatoes had a major moment, sparking the Carbone Fine Food x Malin + Goetz Tomato Supercandle collaboration. For Carbone Fine Food, these moments reflect a bigger shift.
“The platform has really transformed the way people are experimenting in their kitchens at home,” says Chris Wendling, EVP of Marketing at Carbone Fine Food.
“It encourages playful recipe creation and inspires new ways for people to utilize our sauces. We love seeing remixes and reinterpretations that result in visually engaging dishes that are fun, shareable and relevant. These moments align perfectly with our mission of bringing indulgence and quality into everyday life, and when translated into collaborations or campaigns, they can move beyond a fleeting trend into something timeless, elevated, and brand-aligned.”
Beyond trend-chasing, brands are tapping into co-creation.
My/Mochi recently launched its first-ever consumer-driven innovation campaign, “Make Your Own My/Mochi.” The campaign, inspired by TikTok’s culture of experimentation, invited consumers to design their own mochi flavors. With more than 5,000 submissions, many entries reflected flavors trending on social media – proof of how online communities now help shape product pipelines.
The bottom line
TikTok is collapsing the gap between viral food trends and brand innovation. What once took years to move from niche subcultures to store shelves now happens in months – or even weeks. With players like My/Mochi and Carbone Fine Food balancing cultural relevance with brand authenticity, the next viral flavor could be just around the corner.
