A viral moment on TikTok can change a brand’s fortunes overnight. The social media platform has become the most powerful and unpredictable force in the modern food industry. A single, viral video from an influencer can turn a small, unknown food brand into a national sensation. This can create a level of brand recognition that would have once taken years and millions of dollars in advertising to achieve. These eight food brands owe their fame almost entirely to the power of TikTok.

1. The Pink Sauce
The Pink Sauce is the ultimate example of a TikTok-native brand. In 2022, a Miami-based creator known as Chef Pii went viral for her mysterious, bright pink dipping sauce. The videos sparked a massive amount of controversy and online drama. This eventually led to the product being reformulated and sold in a partnership with a major food company. The brand would not exist without TikTok.
2. Little Moons Mochi
The British mochi ice cream brand Little Moons was a relatively small player in the U.K. market. That all changed when a viral TikTok trend of people going on an adventure to find the dessert caused sales to skyrocket by over 1,000%. The “I went to Little Moons” trend was a purely organic, user-generated phenomenon. It turned the brand into a household name in the U.K. almost overnight.
3. Fly By Jing Chili Crisp
The company Fly By Jing was a small, direct-to-consumer brand that was selling a modern, high-quality version of Chinese chili crisp. The brand’s founder, Jing Gao, used TikTok to tell the story of her product and to share recipes. Her videos went viral. This helped to introduce a huge new audience to the world of chili crisp. It also turned her brand into a major success story.
4. Grillo’s Pickles
Grillo’s Pickles has been around for over a decade, but it was a viral TikTok video that took the brand to the next level. The video, which showed off the pickle company’s simple, fresh ingredients, gained millions of views. The brand fully embraced the platform. They now use it as a key part of their marketing strategy. This has helped them to build a massive and very engaged fan base.
5. The “Fix Dubaï” Chocolate Bar
The “Fix Dubaï” chocolate bar is another product that was launched into global fame by TikTok. The bar, which is filled with pistachio cream and a crunchy pastry called kadaif, was created by a Dubai-based company. Videos of influencers cracking open the bar and the satisfying crunch it made became a massive viral trend in 2024 and 2025. This turned the obscure, local chocolate bar into a global sensation.
6. FULFIL Protein Bars
The Irish protein bar brand FULFIL was relatively unknown in the United States. The company sent a box of its bars to a popular fitness influencer on TikTok. The influencer’s positive review of the product went viral. This single video introduced the brand to a massive new American audience. It led to a huge increase in sales and brand recognition.
7. Goodles Mac and Cheese
The brand Goodles launched with a modern, healthier version of mac and cheese that is packed with protein. The company has used TikTok as its primary marketing channel. They have partnered with a huge number of food and lifestyle influencers on the platform. This has helped them establish a strong and recognizable brand identity in a remarkably short amount of time.
8. Chamberlain Coffee
The coffee brand founded by the YouTube and social media star Emma Chamberlain is a masterclass in modern marketing. The brand uses TikTok to connect with its Gen Z audience. They post videos that focus on lifestyle and aesthetics, not just the coffee itself. This has helped to make Chamberlain Coffee a recognizable and very successful brand in the crowded coffee market.
The TikTok Effect
These brands are a powerful testament to the new realities of the food industry. The old model of a slow, expensive, and television-ad-based launch is over. In the modern world, a single, authentic video on TikTok can be a much more powerful and effective marketing tool. It can create a level of brand recognition and customer loyalty that money alone cannot buy. The power of a viral moment is the new secret ingredient to success.
What is your favorite food brand that you discovered on TikTok? Do you think the influence of social media on our food choices is a good thing? Let us know!
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