![]() The 153-year-old California company had to increase its production to keep up, said Tom Brancky, a marketing adviser, who made a weekly PowerPoint presentation last May to keep the company aware of all the video hits. Last spring, Target stores around the country repeatedly ran out of packs of Martinelli’s apple juice, when millions of TikTokers - including the singer Lizzo - realized that when you bite into the apple-shaped plastic bottle, it sounds just like crunching into the actual fruit. The most growth came in cities that are not “traditional tortilla markets,” said Enrique Botello, the company’s marketing manager. She sold 20 whole rounds in one day - 12 sell in a normal week - and the Vermont dairy that makes it, Jasper Hill Farm, had a significant traffic spike on its website.Īfter months of another popular TikTok recipe known as the tortilla wrap hack - you cut, fill and fold a large flour tortilla to make a giant wedge of a sandwich - Olé Mexican Foods, in Georgia, saw a nationwide sales surge of its burrito-size tortillas. Saxelby sold out of another cheese, Winnimere, after a friend’s TikTok video praising the cheese got more than 250,000 views in two days. ![]() And it likely won’t be the last, given the rapidly rising status of TikTok recipes like the baked oat cake and do-it-yourself vegan chicken. (In Europe, feta is a name-protected product that must be made in certain regions of Greece from local sheep and goat’s milk.)īut feta is not the only food to get a real-world boost from TikTok. Eric Moscahlaidis, the company’s chairman, said Krinos was able to persuade some Walmarts and Costcos to run trial sales of real Greek feta in addition to the cow’s milk versions they already stocked. While there is no shortage of feta at Krinos Foods, the country’s largest importer and maker of Greek and Mediterranean food products, sales have been stronger than usual for months. ![]() ![]() “This is the largest and most geographically broad interest and sales increase in a product that I have personally ever seen,” Mr. Sales of feta blocks, which bake up creamier than the crumbles, were up. Kroger was also caught off guard, said Walshe Birney, who oversees the specialty cheese counters for the national supermarket chain, which owns Murray’s Cheese. (That higher figure is how much they used to produce at the height of summer salad season, before sales to restaurants were gutted by the pandemic.) Narragansett Creamery, which supplies Saxelby Cheesemongers and markets like Zabar’s and Eataly with its Salty Sea Feta, is now expanding weekly production to 10,000 pounds a week, from 6,000, said Mark Federico Jr., who runs the company with his parents. Demand was up 200 percent, said Danna Robinson, a spokeswoman for the company, which operates more than 230 stores in seven states. 1 search term on the Instacart grocery delivery app - The Charlotte Observer reported temporarily empty feta shelves at local stores like Harris Teeter supermarkets. Now #fetapasta has more than 600 million views, not counting spillover into Instagram, Twitter, Facebook and followers of Rachael Ray, the “Today” show and “Good Morning America.”īy mid-February - when feta was the No. The videos are just as likely to be made by influencers as by teenagers without large followings. But it didn’t really take off in the United States until it started racking up ecstatic fans on TikTok in early January.
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