TikTok is talking to brands like it’s a grocer now

TikTok is beginning to resonate with food and beverage brands as a platform through which to capture shoppers’ attention, sell through TikTok Shop and even develop new products.
Amanda Parker, head of food for TikTok Shop, told Modern Retail at the Groceryshop conference in Las Vegas that while the platform initially had success with smaller entrepreneurs,major CPG players like Mars and Coca-Cola have joined TikTok Shop as an additional channel of commerce.There, food and beverage brands can introduce new flavors or new products, do R&D, or offer limited-time-only flavors — things that they may have historically done through a grocery partner.