Top Viral Food Trends
The last 12 months have seen us shaking our cucumbers, blending cottage cheese with reckless abandon and going bean crazy. In this edition of 2-Minute Trends, we’re diving into some of social media’s most viral food moments to see if they’re actually making a difference in how we eat or if they’re simply a flash in the pan (sorry, we couldn’t resist).
Cucumbers
TikToker Logan Moffitt started a salad revolution during the summer months, going viral after sharing his quick and easy recipe for eating a whole cucumber. Chop, add some condiments, shake, and enjoy – we love a low-maintenance recipe, and apparently, so does the rest of the world. The original video spawned a super popular content series, with Logan trialling different flavour combos (from a spicy gochujang number to a deconstructed cream cheese bagel) that had people going crazy for cucumbers.
The trend also truly entered the mainstream, with sales of mandolines skyrocketing and Logan being interviewed by the Washington Post on how to slice and dice safely. The trend even led to a cucumber shortage in Iceland.
Cottage Cheese
The relatively unremarkable (and gloopy) cottage cheese became an unlikely big player in food trends last year. After discovering its impressive protein-to-calorie ratio, people began blending cottage cheese and adding it to … well, everything.
From cottage cheese cookie dough and ice cream (!) to high-protein pasta sauces and soups, cottage cheese had a major moment. Once again, social media had a tangible impact on the real world, as sales of cottage cheese began booming globally. Some Irish consumers even took to Reddit to complain about stock shortages nationwide.
Dense Bean Salads
Butterbeans, cannellini beans, black beans – legumes took centre stage this year with the Dense Bean Salad (AKA DBS) trend. Budget-friendly, protein-packed canned beans led creator Violet Witchel’s weekly DBS recipe videos to go mega viral.
Much like cucumbers, the trend skyrocketed thanks to its base of healthy, affordable ingredients, with flavour combinations kept fresh and exciting. This hearty, fridge-friendly recipe was getting A LOT of attention as one of those dishes that just gets better over time. By letting the beans marinate throughout the week, you’re letting the flavours develop for an even tastier meal while also making it a super handy meal prep option. The make-ahead salad formula was everywhere during the colder winter months, with the original creator even scoring high-profile interviews and dieticians celebrating the health benefits of the DBS trend.
Spice Bags
A special mention has to go to Ireland’s favourite dish, the spice bag, which made its mark on the global food stage in 2024. This humble local delicacy grew steadily in popularity, aided by local advocates like Garron Noone sharing the dish with the world. In October, beauty megastar James Charles even chronicled his first experience and reviewed eating his first spice bag for his 94 million followers during a trip to Dublin. Spoiler: it was glowing. From hangover fave to global darling – we say, that’s our baby and we’re proud.
Takeout
While there were some outliers (see aforementioned spice bag), from a macro trend perspective, last year’s viral recipes actually offered practical and nutritious solutions for busy, health-conscious lives. Most of these trends are quick, easy, and healthy ways to incorporate more vegetables into our diets or hit our protein goals. Overall, they promote cooking at home and prioritising a balanced diet. The key to a viral trend is taking a seemingly unremarkable, affordable ingredient and preparing it in a new way that also allows for personalisation when it comes to flavours.
While it's easy to consider these viral food moments as a way to play the algorithm for views, their potential to influence real-world behaviours (and food sales) is undeniable – informing what we put on our plates and in our supermarket baskets.
Team Jailbird Recommends
Here are some top picks from the Jailbird team on creators making unreal food and content.
Fiona Recommends: Leanne Loughran McAuley
Leah Recommends: Daniel Lambert
Viv Recommends: Nasti
Luke Recommends: Sean Casey
These icons are keeping our feeds fresh and our plates STACKED – well worth a follow!