TikTok’s algorithm is one of the great mysteries of the modern age. What it deems to be interesting is fed to millions of users, giving it huge cultural sway, from fashion to music and politics. It is also increasingly influencing what we eat.
Supermarkets were once the trendsetters, studying popular items on restaurant menus and recreating them on their shelves. Now the big shops are the ones being influenced, says Zoe Simons, a brand development chef at Waitrose.
