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How fmcg brands are turning TikTok buzz into business
By Jacqui Parr and Niamh Leonard-Bedwell2026-01-16T15:51:00
Smart brands have formed communities on the platform, where volume and speed trumps polished content
Cast your mind back to early 2021. Boris Johnson was prime minister, Covid was rife, and a third national lockdown was in place. Amid the bleak headlines, however, one fmcg brand’s sudden TikTok fame provided some much-needed light relief.
Little Moons’ mochi ice cream exploded across the platform, as bored Brits filmed themselves tracking down the colourful snacks. Almost overnight, sales jumped 1,300% in Tesco and were a similar runaway success in Waitrose, Ocado and Amazon Fresh.
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