Inspired by what people on TikTok are cooking and flavors that have gone viral on the platform, Waitrose added eight products to its Cooks’ Ingredients range. According to Waitrose, Korean and Japanese cuisines have influenced the recipes people are preparing this year, leading to the addition of new Cooks' Ingredients products like Korean Inspired Bibimbap Sauce, Tomato Miso Paste, Tom Yum Paste, Hot Honey Gochujang and Salt & Pepper Seasoning—a blend of sea salt, chili flakes, spices and black pepper.
"We know that Korean cuisines have sparked customer interest as they experiment with fermented and umami flavors, meaning that our new Cooks’ Ingredients Korean Inspired Bibimbap Sauce and Cooks’ Ingredients Hot Honey Gochujang will be a perfect addition to any food lover’s pantry," said Emilie Wolfman, Trends Manager at Waitrose.
Virally Inspired Cooking Products
TikTok Influenced Waitrose's Newest Cooks’ Ingredients Additions
Trend Themes
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Social Media-driven Culinary Fads — Massive viral trends on platforms like TikTok are driving new product developments in the culinary market influenced by home cooking enthusiasts.
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Expansion of Asian Flavor Profiles — The growing popularity of Korean and Japanese food is inspiring brands to expand their offerings with global flavors like umami and spicy condiments.
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DIY Gourmet Cooking Kits — Home cooks looking to replicate viral dishes are embracing artisan-style cooking kits that provide high-quality, premade ingredients for international recipes.
Industry Implications
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Food & Beverage — Traditional and contemporary food producers are integrating viral internet trends into their product lines to meet the evolving taste preferences of consumers.
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Social Media Marketing — Specialized marketing agencies are tapping into viral culinary trends by collaborating with influencers to promote culturally inspired food products.
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Grocery Retail — Supermarkets are foraying into niche product lines inspired by internet trends to attract customers seeking unique international flavors.