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‘It’s a natural evolution’: Why TikTok’s push into fresh food makes sense

Earlier this month, social video platform TikTok expanded its UK TikTok Shop offering to allow customers to buy fresh food directly through the platform.  UK food brands such as Pasta Evangelists, The Fish Society, The Veg Box Company, ByRuby, and Exalt are now able to sell their product directly through their TikTok Shop pages – something that had previously been possible only for discretionary items. To celebrate the launch, during the first week of the month, multiple #FoodTok brand cr