TikTok sways shopping carts: Monica Geuze makes us all want tomato paste

A viral TikTok video by influencer Monica Geuze, in which she eats tomato paste straight from a tube, is prompting consumers to try the same. Some shelves in Dutch supermarkets have been emptied, while sales are also rising in Belgium. Supermarkets have previously faced rushes for crispy chili oil and cottage cheese. Social media can thus quickly amplify food trends.