Asda has made its first foray into TikTok Shop, becoming the latest supermarket to launch on the viral platform.
Through a new initiative with breast cancer charity Tickled Pink, Asda has created a bundle of nine “family favourite” products, with all proceeds going to the charity.
Launched ahead of Breast Cancer Awareness Month in October, the ‘Tickled Pink’ bundle, which includes limited-edition pink versions of Pot Noodle, Yorkshire Tea and McVitie’s Digestives, is priced at £7.17.
The price is significant, as it represents the one in seven women who will be diagnosed with breast cancer during their lifetime.
Pink versions of Mr Kipling Viennese Whirls, Candy Kittens Eton Mess Sweets, Diet Coke, Nescafé Cappuccino Sachets, Chicken Super Noodles and Marmite complete the bundle.
Asda will also mark the charity campaign in stores and online, by stocking more than 200 products from George, general merchandise and brands that have switched to pink packaging.
Asda has worked with suppliers to ensure that 15% of the range carries check messages on pack. Shreddies, Shloer, Diet Coke, Jammie Dodgers, Itsu, Fray Bentos, 7up and Kit Kat are among the participating brands.
More supermarkets joining TikTok Shop
Asda, which stressed the move was a charity partnership, and on a when it’s gone it’s gone basis, has become the latest major supermarket to launch a TikTok Shop, as the platform continues to gain popularity among mainstream food and drink sellers.
Lidl was the first supermarket to join in February, with a limited run of 3,000 high-protein products. The bundles sold out within 18 minutes.
TikTok UK general manager Kris Boger told The Grocer in March that it had been working to attract more UK supermarkets to launch on the platform. “There’s definitely lots of appetite for social commerce,” he said.
While it is proving a popular way for food and drink brands to reach younger consumers, TikTok Shop has not been without controversy. An investigation by the BBC in June found dozens of food and drink products being listed with little or no allergen information, prompting allergy campaigners to warn shoppers to avoid using the platform.
TikTok Shop said it would review its measures for food sellers as a result.
“We are delighted to have Asda on TikTok Shop for its launch of the exclusive Tickled Pink bundle,” said TikTok Shop head of fmcg Matt Beane.
“It’s great to see so many iconic brands in one bundle turn pink for Breast Cancer Awareness Month, supporting an incredible cause.”
Asda’s national charity partnerships manager Emma Betts said: “We are proud to have so many of our suppliers supporting this year’s Tickled Pink campaign and turning their iconic brands pink.
“It’s set to be one of our biggest ever years with over 200 products available both in stores and online, giving customers the opportunity to donate by purchasing everyday household products and clothing items.
“This is an exciting year as we launch a first ever charity TikTok Shop for Tickled Pink, but also, it’s a celebration of raising over £100m over the last 29 years,” Betts added.
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