Food waste disposal experts InSinkErator has experienced viral success with a recent TikTok video that has received over ten million views and counting.

Posted on the social media platform known for engaging, short videos, the InSinkErator content was centred around searching for owners who find using their food waste disposer a fun activity — this garnered over 2,000 responses which helped push the video into viral territory.  

It comes as online search demand for food waste disposers in the UK has increased significantly in the past month by 44%.

In addition, Google searches specifically for ‘Insinkerator’ have grown by 172% in the past 90 days, as well as an additional 19% in the last week alone. With 6,000 searches each month, it seems Brits who are keen on entertaining and cooking are looking to add one to their kitchen.

Responding to the TikTok video, one user @DannyShelldon63 commented “lived with an InSinkErator for the best part of 8 years now, will never go back” while another said, “From the US but I’ve lived in the UK for years now. I am SO excited that these are coming over now. I grew up with them everywhere.”

Indeed, food waste disposers, although popular and well known in the US, are less of a staple in British kitchens, but as demand begins to grow for this kitchen appliance, the brand sees it fast becoming a popular kitchen trend for 2024 and beyond.

Jamie Griffin, Digital and eCommerce Manager, comments: “It has been great to see the reach this video has gathered and to see a conversation start around the product on social media. There is so much potential with this product in the UK and I think we’re just starting to see this reflected in search results.

“Customers want simplicity and appliances that can add something to their kitchen. Our food waste disposers provide an opportunity for kitchen designers to offer a hidden product to their customers which helps keep the kitchen clean and hygienic by tackling food leftovers and tough scraps. Proven in the US, it’s encouraging to see this recent buzz online in the UK.”     

To view the InSinkErator UK TikTok channel, click here. For more information on the brand and its products, please call 01923 297880 or visit: https://insinkerator.emerson.com/en-gb