TikTok is selling fresh food in the UK for the first time, including in partnership with Pasta Evangelists, a supplier of meal boxes.

Since Monday, TikTok users can order products from Pasta, as well as from fresh brands The Veg Box Company and the Fish Society.

TikTok says that videos with food have been viewed more than 26 billion times. Brands that sell through the platform can offer exclusive discounts. The merchants also take care of the delivery of orders to customers.

TikTok says the platform is the ideal way to discover new products.