Why TikTok customers are going loopy for baked feta pasta
The COVID-19 pandemic is driving pasta sales up
Some of the best pasta wheat in the world comes from wheat grown in the desert to the southwest, including Italy’s famous pasta. Known for its extended shelf life, pasta is a panic buying staple. Due to the coronavirus pandemic, the National Pasta Association estimates US sales increased 18%. Arizona farmers plan to plant twice as much desert seeds as Desert Durum next season, prices are expected to rise.
The pasta options are endless.
TikTok users are crazy about baked feta noodle, a simple winter comfort food that has become the newest quarantine recipe for travel.
The exact origin of the trending dish is unclear – some say Finnish food blogger Jenni Häyrinen first published the recipe in 2019 with “UuniFetaPasta”, while others believe that Tiiu Piret debuted it for the first time in 2018 with “Prosecco Spaghetti”, reports HuffPost.
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The popular pasta came in the US when the Food Network contest winner MacKenzie Smith shared her opinion on baked feta pasta in a TikTok clip that was viewed over 3 million times in late January. To date, the hashtag #bakedfetapasta has over 56 million views on the social platform, where a video shared by Cooking with Ayeh alone was viewed over 11 million times.
According to Ayeh’s instructions, the recipe itself is easy for any chef to follow. First, bake a block of feta cheese in a bed of cherry tomatoes, seasoned with garlic, extra virgin olive oil, and oregano. Then mix your favorite pasta right into the bowl and serve for a bowl of heavenly goodness.
Ayeh also claimed in her video that due to the popularity of the recipe, stores in Finland are running out of feta cheese, although a cheese industry expert recently told Yahoo! Lifestyle in which no such deficiency was found.
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In any case, an industry expert speculates that the trend will only intensify in the coming months.
On Friday, Instacart trend expert Laurentia Romaniuk told Fox News that “Feta” is currently the most used search term in the grocery market, while other “TikTok Pasta” ingredients are trending among the platform’s top ten searches.
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“According to Instacart data, ‘feta’ is currently the most popular search term on the market. We also found that other ingredients from the virally baked feta pasta dish are currently trending when looking for ‘cherry tomatoes’ and ‘basil’ -Ten searches on the platform, “Romaniuk said in a statement. “We believe the huge increase in the search for these ingredients is largely due to the fact that consumers are eager to try the TikTok Baked Feta Noodle Recipe for themselves.”
Looks like we have just the right dish for a Valentine’s Day at home on Sunday.