Pomegranate seeds are outperforming prepared fruit sales thanks to viral social media recipe hits with chocolate chips, cucumber and halloumi
Sales of pomegranate seeds are up 19 per cent year-on-year as TikTok ‘snack hacks’ and viral recipes drive interest.
Pomegranate seeds are now the fastest growing category within prepared fruit with sales up 39 per cent in the last two years, according to figures from pomegranate brand Poppin’ Poms brand and market researchers Circana for the 52 weeks to 29 May 2025.
The ruby-red seeds are the star of viral TikTok trends for so-called ‘snack hacks’, including two-ingredient pomegranate and chocolate chips, where videos have more than 31 million views.
Other hit recipes include crunchy salata, cucumber and pomegranate salad, hot honey halloumi flatbreads, and fruit salad with a combined 12.5 million views.
Pomegranates are not the only break-out produce star from TikTok, the world’s fastest-growing social media platform with over one billion monthly users. Cucumbers hit the headines last year after a viral recipe for smashed cucumber salad reportedly led to crop shortages in the country of Iceland.
Over 3,000 tonnes of pomegranates were sold in UK supermarkets in the last year, equivalent to 6 billion seeds, and it is outperforming other prepared fruit options including mango, pineapple and melon.
Popularity is driven by the trend for healthy snacking, according to TV doctor and cook Dr Rupy Aujla, founder of The Doctor’s Kitchen podcast and app and ambassador for Poppin’ Poms.
“Not only are these ruby gems versatile and delicious, but pomegranates have been studied for various health benefits, particularly due to their high content of polyphenols - specialised plant chemicals that have antioxidant and anti-inflammatory effects,” Aujla said.
Poppin’ Poms sources from nine countries and supplies into all the major retailers across the UK.
