TikTok has announced it will sell fresh food on its video-sharing platform in the UK.

Food brands Pasta Evangelists, The Fish Society, and The Veg Box Company will be some of the first to sell their products to British consumers directly through TikTok Shop.

TikTok said that merchants handle delivery directly, which means users can complete their purchases entirely on-platform.

Food retailers can also work with creators to run exclusive TikTok Lives and offer discounts to consumers on the platform.

"TikTok has made it easier than ever for food brands and creators to be discovered, and we have an active community of food lovers on the platform,” said Patrick Nommensen, senior director, e-commerce operations. “Enabling fresh food brands and creators to sell directly to our community through a seamless transaction on TikTok Shop is a logical next step.

“There will also be a huge opportunity for new food brands looking for a springboard to market, and I am excited to see more fresh products available on the platform."

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