# Single Cook Connections Knorr's #ServingSingles Empowers People to Spotlight Foodie Friends By Laura McQuarrie | Published 2026-02-13 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/servingsingles References: [finance.yahoo](https://finance.yahoo.com/news/dating-apps-over-gen-z-220000533.html)  Inspired by viral #DateMyFriend content, [Knorr](https://www.trendhunter.com/trends/knorr-x-tinder) devised #ServingSingles, a new way for people to hype up their single foodie friends with a passion for cooking. As Gen Z experiences dating app fatigue and mistrust in algorithms that only seem to keep them swiping, young adult daters are turning to [trusted introductions from real people](https://www.trendhunter.com/trends/hinge-friends-take). Now, on TikTok, users can refer their single friends who love to cook using the #ServingSingles hashtag and branded filter—and Knorr is boosting standout videos to increase their reach, and give more authentic social media users a real shot at love based on their shared love of food. Nicky Neerscholten, Global Head of Digital and [Masterbrand](https://www.trendhunter.com/trends/marry-me-pasta-sauce) at Knorr, said "Whether you're a seasoned chef or just starting your cooking journey, sharing a homemade meal is a powerful way to show creativity, care, and individuality—traits that go far beyond a filtered profile picture." ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 22% | Activity: 26% | Freshness: 65% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Romance](https://www.trendhunter.com/romance) ## Key Themes ### What's Driving This Trend - **Peer-introduced Dating:** Referrals from friends are shifting romantic discovery away from algorithmic matching toward trust-based introductions that leverage existing social networks. - **Food-forward Matchmaking:** Cooking skills and shared culinary interests are emerging as primary compatibility signals that can create niche matchmaking experiences centered on gastronomy. - **Authenticity-driven Social Discovery:** Unfiltered, passion-led content is increasing engagement and credibility, favoring platforms and formats that showcase genuine personality over curated profiles. ### Who This Affects Most - **Social Media Platforms:** Platforms that integrate friend-led referral mechanics and boosted organic content are positioned to disrupt traditional feed and ad-driven growth models. - **Food Brands and CPG:** Consumer goods companies that pivot from product promotion to community-building around shared culinary identities can transform brand roles into cultural connectors. - **Online Dating Services:** Dating apps that incorporate friend endorsements and interest-based introductions stand to redefine matchmaking by prioritizing social proof and contextual chemistry. ## Related on Trend Hunter - [Romantic Retailer Basket Campaigns](https://www.trendhunter.com/trends/asda-red-baskets.md) - [Adoptable Cat App Takeovers](https://www.trendhunter.com/trends/date-cats-not-humans.md) - [Offline Dating Experiences](https://www.trendhunter.com/trends/offline-dating-experiences.md) - [AI-Assisted Dating Platforms](https://www.trendhunter.com/trends/overtone-app.md) - [Dating App-Supported Fitness Events](https://www.trendhunter.com/trends/surf-dating.md) - [GenAI Dating App Coaches](https://www.trendhunter.com/trends/convo-starters.md) - [AI Dating Photo Generators](https://www.trendhunter.com/trends/ai-dating-photo-generator.md) - [Real-Time Video Matching](https://www.trendhunter.com/trends/call-me-maybe.md) - [Salon Scheduling Tools](https://www.trendhunter.com/trends/aptiful.md)