Like Air Debuts New Flavor Program On TikTok Shop
Puffed corn snack producer Like Air is releasing limited-time flavors exclusively via TikTok Shop, part of a new program kicking off today with its first flavor drop, Pumpkin Spice.
Like Air sells a 4-SKU line of nut-free, non-GMO snacks made from extruded cornmeal and a blend of sunflower and canola oil. The company will also offer its full lineup – which includes Cinnamon Bun, Classic, White Cheddar and Pancake flavors – on the shopping platform in addition to hosting weekly live shopping events.
Having entered the platform several months ago, TikTok Shop is still a “brand new venture” for Like Air, explained co-founders Steve Atieh and Allison Lin. The brand had previously focused its social media efforts on daily giveaways via Instagram but now believes this new initiative will help it capture Gen Z audiences.
“TikTok, in particular, is known for its strong Gen Z presence, so we wanted to meet them where they are with engaging, interactive content,” Atieh said. “That’s why we chose to promote our flavor drops during our Live Shopping segments, creating a fun and immersive experience so they can really get to know and feel connected to our brand.”
Atieh and Lin noted that the brand aims to engage with consumers of all ages (from “6 months to 106 years old”) and that its retail partners – including Safeway, Giant, Sam’s Club and Wegmans, among others – connect with different segments and demographics. On TikTok Shop, however, Like Air sees an opportunity to grow brand awareness and help drive purchasing more purchases at its 8,000-plus retail doors nationwide.
A TikTok strategy would not be complete without influencer support. Like Air has partnered with viral duo Rebekah LaFata and Sara Finfrock (@rebekahandsara) to manage its TikTok Shop account. The social media personalities and former Division I athletes went viral for taking a trip to Europe after becoming unemployed and now serve as the brand’s marketing managers.
“Through Like Air’s TikTok Shop, Sara and I (now employed!) aim to build a fun-loving community of snack lovers who can’t wait for our monthly flavor drops and weekly TikTok live shopping events,” said LaFata in a press release.
“TikTok Shop is not just a marketplace for Like Air’s snacks; it’s also a space where we can engage with our customers in a meaningful and entertaining way, especially for their ideas and inspiration for future monthly flavors,” added Finfrock.
The live shopping aspect of Like Air’s approach will also play a key role in how it engages its audience in this new arena. The concept has become increasingly popular in Southeast Asia, including China, where over 80% of consumers report having made at least one purchase from a live shopping event, according to Statista.
The concept typically takes a webinar-style approach to content creation and seeks to inform consumers while simultaneously offering an opportunity for purchase. Social media platforms including Instagram and Facebook have also introduced live shopping features in select regions. According to a January report from social media management platform Dash Hudson, the live commerce industry in the U.S. is expected to hit $60 billion by 2026.
Atieh and Lin highlighted that this new approach to LTOs was informed by the success other salty snack brands, including Pop Daddy Snacks, have seen on the TikTok Shop platform. Pop Daddy is averaging $700,000 in sales per month and has garnered $5 million in sales total via the shopping platform this year, according to a post from team member JT Sarafa.
“[They] are generating hundreds of thousands of dollars in monthly sales and building a loyal fan base that extends into retail,” Atieh and Lin told Nosh via email. “We believe TikTok Shop is becoming the go-to platform for consumers to discover the latest snack flavors, and once they try it there, they’ll be excited to find it in their local stores.”
