In this clip, Paul Mears (TikTok UK's Group Vertical Director for Retail & E-commerce) joins Natalie Berg to break down the macro trends driving these instant sell-outs, from the "cucumber salad" phenomenon to M&S's The Big Daddy - its take on the viral Dubai chocolate trend.
Key takeaways:
How viral trends translate to hard sales
Why grocers look to TikTok for new product development
Balancing emerging trends with evergreen ones (ie. "FoodTok", "protein")
Note: recorded in late 2025.
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