Spate x Express Checkout: Exploring the Latest TikTok Trends in Food & Beverage

In this collaboration with Spate and Express Checkout dives deep into the vibrant and ever-evolving landscape of TikTok to uncover the hottest trends in the food and beverage industry.

This week, we’re exploring the latest viral sensations captivating audiences and driving consumer interest. From the surprising rise of cornbread cookies to the creative twists on elote salad, TikTok creators are redefining culinary boundaries. We also delve into the top-growing brands making waves, like WhistlePig CampStock Wheat Whiskey and Chomps, showcasing how innovative partnerships and authentic content can boost visibility.

Additionally, we highlight strong and consistent trends such as Basque cheesecake, which is gaining traction both on TikTok and Google Search. Join us as we uncover these mouthwatering trends and discover how they can inspire and influence the food and beverage industry.

Join us as we delve into these trending foods and beverages, uncovering the stories and tastes that are shaping the current TikTok food scene.

(and don’t forget to follow me and Spate on TikTok!)

Top growing TikTok trends across F&B:

Cornbread cookies are top of mind for TikTok viewers this week, driving an impressive week-over-week growth in views. @nicoleaxelrod reviews a spread of Crumbl cookies in her car, sharing that their cornbread cookies are one of her all-time favorites. This dessert spin on a savory Southern classic offers a template for other brands looking for new ways to cross categories. 

Another spin on classic, elote salad offers TikTokers a new way to consumer a Mexican streetfood favorite. Creator @butterworthdasyrup creates his own version together with his son.   This recipe incorporates corn, olive oil, garlic, mayo, lemon zest, limes, cotija cheese, and paprika. Tyler invites viewers to customize their own versions, which can be done through the additon of more spices or even pickles. Grillo’s Pickle de Gallo instantly comes to mind as a suitable pairing.

These days, it’s nearly impossible to escape @bethennyfrankel if you’re on the CPG or food & bev side of TikTok. This week, Bethenny is driving awareness of smoked sea salt as a part of her morning bagel routine. It’s true that a nice finishing salt with added flavor is a perfectly simple way to dress up an otherwise simple meal or beverage like a bloody mary. And speaking of beverages, non-alcoholic wine is getting a boost in views this week as @jennygeeturner treats herself to a glass of Fre’s Red Blend at 26 weeks pregnant.

Top growing TikTok brands across F&B

Kicking off the brands list, WhistlePig CampStock Wheat Whiskey is sampled beachside by @thatsubourbonguy. While whiskey neat is a tough sell as a beachside cocktail, other bourbon enthusiasts will appreciate the dedication. His page is filled with additional reviews and content, making him a potential creator for booze brand partnerships. 

@thatsubourbonguy

#whistlepig @whistlesnwhiskey #beach #beachvibes #barrel #sunglasess #sunglass #vibe #singlebarrel #barrel #singlebarrel #bourbontiktok #b... See more

Chomps, the protein-packed meat snack brand, is featured in a partner ad by @orianaasmr, who pairs the Chomps sticks with cheese and crackers in her ASMR-style food content. This on-the-go option could fit in your cooler along with a bottle of WhistlePig for your next poolside adventure, or perhaps with the summery Chambord cocktail by @mcmaffucci. The drink incorporates raspberry liqueur, vodka, and lemonade, and looks very refreshing. 

@orianaasmr

My Go To Snack 😋 @Chomps #chompspartner . . . . . . . . . #chomps #snack #cheese #cheesecrackers #food #eating #eat #eatingshow #foodie #f... See more

Recently, Miss Vickie’s has gained significant interest on TikTok thanks to the viral Spicy Dill Pickle chips. This week, it’s Miss Vickie herself capturing consumers' hearts with a a classic deviled egg recipe for a fantastic party appetizer. It’s fun to see a brand founder show their culinary skills and personality in a seemingly super-organic way.

Liquid I.V.’s TikTok growth this week is notable as it’s driven by highly produced, beautiful content by partner @everettwilliams. Liquid I.V. can have our money to keep us aesthetically hydrated throughout the scorching summer ahead.

📈 Strong, Consistent Growth & High Convergence

Basque cheesecake is emerging as a popular dessert trend, capturing the attention of both digital and real-world audiences. It receives 250.6K monthly views on TikTok per week, indicating medium consumer awareness on the platform. However on Google Search, the dessert garners a relatively high volume of interest with 41.9K average monthly searches.

This trend's strong (and growing) presence on both TikTok and Google suggests that consumers are not only intrigued by its aesthetic appeal but are also eager to experience its unique flavor and texture firsthand. This dual-platform popularity indicates a significant opportunity for brands and restaurants to capitalize on the growing fascination with Basque cheesecake.

For brands, incorporating Basque cheesecake into product lines or marketing campaigns can align with current consumer interests and drive engagement. Highlighting its rich, caramelized exterior and creamy interior can appeal to both traditional and adventurous dessert lovers. Restaurants can seize this trend by featuring Basque cheesecake prominently on their menus, perhaps even offering unique variations to stand out.

About our data provider, Spate

Spate analyzes pre-sales data from Google Search and TikTok to capture consumer trend awareness and purchase intent, as well as shifts in consumer behavior at both macro and micro levels. They reveal emerging consumer preferences and unmet needs that are not yet reflected in sales data. Insights like these, and many more, across the food & beverage, beauty, personal care, and health & wellness spaces are all available in the Spate dashboard.

About me, Express Checkout

Express Checkout is a newsletter by Nate Rosen that dives into the world of commerce - covering CPG, retail, eCommerce, supply chain, and fundraising . It offers analyses, trend predictions, and discussions on product launches, marketing strategies, and consumer behavior. With interviews, case studies, and data insights, it’s a go-to resource for staying informed and ahead in the industry.