7 Best Kitchen & Cookware Brand Examples on TikTok I Like (2025)

Who doesn’t love checking out recipe/cooking vids on Tiktok? I certainly find myself down a rabbit hole sometimes 😂). 

When launching/improving your TikTok strategy in the kitchen/cookware industry, I always tell my clients that studying the top performers is essential (and it's exactly what I do myself before starting any new campaign/project).

For those of you selling kitchen gadgets, cookware, or those doing some sort of food storage solutions, these brand examples will give you tons of inspiration + practical takeaways for your own TikTok strategy.

And if you've already seen my previous TikTok brand breakdown guides (such as this one on bags/luggage and fitness apparel), you'll know I focus on sharing what personally stands out to me about each account. Of course, you'll discover even more insights when you explore these accounts yourself!

Quick note on my research process - I discovered most of these kitchen/cookware brands through a combination of TikTok's ads library, trending pages, and my own algorithm suggestions (clearly I watch too many cooking videos!). :)

(Image credit: TikTok Creative Centre)

1. Ninja Kitchen

With more than 410K+ followers and a whopping 2.5M+ likes on TikTok, this brand specialises in innovative kitchen appliances, including blenders, food processors, and air fryers.

These guys do awesome vid content that many of us can learn from - hats off to their socials team!

What I love about their approach:

• Ninja Kitchen has a well-curated playlist for almost every single product they offer. 

• You'll find a plethora of recipes on their page that are short/easy to follow - perfect for TikTok's format (and users’ short attention spans).
• One of their top videos (over 2M+ views) simply shows one of their products in use - proving sometimes simplicity works best (no fancy editing required).

Key takeaway from me: Creating dedicated playlists for each product line helps users quickly find relevant content while showcasing your full range of offerings.

2. BlendJet

This portable blender brand has built an incredible TikTok presence with 985K+ likes by focusing on convenience, power, and ease of use for on-the-go smoothies/shakes.

Doing an epic job with their UGC strat and editng.

What caught my attention:

• Their most popular video (hitting an impressive 1.5M+ views) shares a delicious milkshake recipe while subtly promoting their blender - content first, product second (exactly how it should be done).

• BlendJet's channel showcases a diverse range of UGC from fitness to food influencers (smart way to expand reach across niches/audiences).
• All their videos have great thumbnails that visually display the end result of the recipe and include descriptive text overlays (something many brands still get wrong on TikTok!).

What I've learned: Recipe content that showcases your product naturally in use performs better than direct product promotions/advertisements. I've seen a lot more top-growing brands adopting the playlist strategy too, which says a lot that it does work effectively (especially for new visitors to their pages).

3. Dalstrong

With 245K+ likes on TikTok, this high-end knife brand produces innovative kitchen knives and cookware that combines performance/design for both professional chefs and home cooks.

What works so well for them:

• Dalstrong's most viral video (a massive 4M+ views) challenges a chef to dice an onion at lightning speed - creating that perfect combo of skill showcase and entertainment.

• I'm a big fan of how they've loaded their channel with educational content, offering guidance on knife maintenance/care + how-to tutorials.
• The consistent chef influencer collaborations create content that's both fun/engaging while showcasing product quality.

My main insight: Skill-based challenges that showcase product performance drive massive engagement while educating viewers about quality. Also, seen numerous brands utilising slideshows for this type of content too (keep an eye out).

4. Tupperware Australia

This iconic food storage brand has adapted perfectly to TikTok with 28K+ likes by focusing on sustainability/quality for kitchen organisation.

Why I follow them:

• Their most-watched video features a satisfying before-and-after fridge transformation with their products (organisation content just works brilliantly on TikTok).

• I really appreciate how Tupperware involves their employees in creating videos - adds that human element many brands miss (feels authentic rather than corporate).
• Smart content mix beyond just product showcases - from recipe videos to organisation tips and light-hearted, relatable content (perfect balance).

The big lesson here: Organisation/transformation content creates visual appeal while demonstrating practical product benefits + use cases.

5. Tefal UK

This non-stick cookware specialist has built a growing TikTok presence with almost 10K likes by focusing on cooking efficiency/innovation.

What makes their content so effective:

• Tefal's most viral video features a mouth-watering soup recipe (while subtly promoting their product) that had the comment section absolutely drooling (engagement gold).

• The production quality is next-level with high-quality recipe videos that are visually stunning and appetite-inducing (makes you want to cook immediately).
• Really like how Tefal have incorporated UGC with creative cooking ideas/hacks which are well-edited compared to other accounts I've seen (creating that community feel).

What really stands out to me: Focusing on the end result (delicious food) rather than just the product creates more engaging/shareable content.

6. Hedley & Bennett

Since launching their premium chef aprons + kitchen gear, this brand has amassed an incredible 13M+ likes on TikTok by combining quality, functionality, and style.

What sets them apart:

• One glance at their profile shows their commitment to visual branding - those instantly recognisable text overlays create immediate brand recognition.

• Their collaboration with a well-known food influencer generated 3.5M+ views - proving again that strategic partnerships/collabs drive massive reach.
• Almost every video features professional voiceovers that enhance the viewing experience (simple touch but makes a huge difference to engagement/retention).

My biggest takeaway: Consistent visual branding elements across videos creates stronger recognition even when users are rapidly scrolling/browsing. And this really works for brands that scale production using consistent formats which can result in massive views/follower growth (something I mentioned in my TikTok growth strategies article).

7. Ooni HQ

This pizza oven brand has revolutionised at-home pizza making and built a solid TikTok presence with 285K+ likes by focusing on ease of use and artisan quality.

Love their content strat!

What I think makes them successful:

• Ooni's top-performing content combines appetising recipes, their innovative oven, and trending sounds - the perfect TikTok formula (and it works brilliantly).

• Smart strategy leveraging UGC from diverse food influencers rather than creating everything in-house (more authentic/scalable).
• Despite a seemingly narrow product focus (pizza ovens), they showcase incredible recipe creativity/variety that keeps their feed fresh + engaging.

What impressed me most: Demonstrating product versatility through creative recipes/applications expands appeal beyond your core use audience.