NEWS FEATURE
10 ASIAN TRADER 27 JUNE 2025
ikTok and Instagram viral food trends
are unlocking a fresh revenue stream
for the convenience retail sector, giving
independents a clear edge over supermarkets
in the race to meet new demand.
There was a time when supermarkets
dictated food trends, often borrowing cues
from restaurants to recreate bestsellers for
the masses. But that dynamic has shifted
and this time, the power swing feels
permanent.
Today, social media calls the shots, and the
stores that respond fastest are the ones
cashing in.
From matcha lattes to spicy Korean
noodles to Viele Angel Hair Strawberry
Chocolate and Squid Games energy drinks,
shoppers’ cravings are now shaped online and
sometimes overnight. PRIME is a textbook
example, a brand born from social buzz that
grew into a retail phenomenon.
More recently, the “Dubai
chocolate” bar, a pistachio-and-
tahini treat inspired by Arab
dessert knafeh, followed a
similar trajectory. One TikTok
video racked up 120 million
views, sending demand surging
with Brits desperate to get their
hands on it.
While supermarkets
scrambled to react, it was
Viral products are opening a powerful new
revenue stream for convenience retailers:
Pooja Shrivastava investigates...
Orange and that too during Covid,” Mamode
told Asian Trader.
What began as an experiment in TikTok
stocking has grown into a consistent revenue
driver, with viral products now forming a core
part of Mamode’s business model.
Explaining the process, Mamode said, “I
usually wait out a bit to see how long the
product is trending as sometimes it is just a
passing fad and also because the prices are
high initially. After the initial hype settles
down, the prices also become more reason
able and so do the logistics.
“Only after my suppliers, whom I trust, are
able to offer me a consistent supply, do I then
get the stock and start displaying the product
in the store as well as on my social media.”
For Mamode, trust and affordability are
non-negotiable even amid the viral buzz.
“We never take advantage of the hype. I
am happy with my 20 to 30 per cent margin;
for me having a loyal customer base is more
important. I can’t lose their trust,” Mamode
told Asian Trader.
Across the UK, many savvy retailers are
turning TikTok trends into a repeatable
revenue stream, some even building entire
store identities around it.
In Dartford, retailer Nishi Patel too is
progressing brilliantly to make his store,
Londis Bexley Park a destination store, one
that speaks Gen Z’s language.
“I get the idea of what to stock next in this
range through TikTok,” Patel explained. “I
keep a close tab on what is trending and is
being talked about most and try to be among
the first few retailers to stock a viral product.”
Today, if it’s going viral on social media,
chances are it’s already on the shelves at
Londis Bexley, in return driving its footfall
and lifting the sales.
“The decision making depends majorly on
if many customers are asking for the product.
Now that people know that we stock such a
Going viral, cashing In
convenience stores that got
there first.
For many independents,
viral hits like these aren’t just
hype. They rather represent a
growing revenue model that
taps into impulse and popular
culture.
Hampshire-based retailer
Imtiyaz Mamode cracked the
code on viral products well before it became a
trend.
Thanks to his unique stock comprising
American confectionery, snacks and drinks,
Premier Wynch Lane Gosport has been
popular as “TikTok store” among the
youngsters.
The nickname wasn’t part of a marketing
plan; it began organically in 2020 when a
customer requested a viral American snack.
Mamode sourced it, stocked it,
and hasn’t looked back since.
While initially the store’s
rare American and Japanese
range became a hit with young
shoppers, soon enough,
Mamode soon started tapping
social media to find the popular
products.
“One of the initial social
media trending products that I
started stocking was Twix
Be wise, be safe
Amid the viral trend, the FSA has issued a warning that “some
imported Dubai-style chocolates may not meet UK food
safety standards”, posing potential risks, particularly for
allergy sufferers
Retailers should note that, by law, any product sold in the UK must carry English-
language labels clearly stating:
the name of the food (e.g. milk chocolate with pistachio paste filling);
a list of ingredients, with allergens emphasised;
the weight of the food in grams;
a best before or use by date;
the name and address of the UK or EU business responsible for the product
information. If the food is not from the UK or EU, the name and address of the importer
must be included.
Imtiyaz Mamode