
Last year, TikTok influencer Keith Lee, a popular food critic with 16.8 million followers, helped a Black-owned artisanal chocolate brand, Cocoa Asante, sell out in just 33 minutes. His viral review of the brand’s products led to an overwhelming surge in orders, changing Livingston's life and business.
Known for his heartwarming family content and transparent posts, Lee often highlights small and Black-owned businesses. Without knowing Livingston had tried to reach him, Lee had already ordered Cocoa Asante’s products, then recorded a taste test for his millions of followers, according to Because of Them We Can.“This package screams luxury, money,” Lee said. He rated the milk chocolate bon-bons 8.5/10, but it was the Chai Pecan Caramel bon-bons that blew him away with a 9.5/10.
“I’m telling you I’m about to eat this whole box... I love when sweets are balanced. It is salty, it is nutty, that chocolate got the perfect snap on it,” said Lee, clarifying he wasn’t paid for the review but hoped to work with Livingston in the future.
As he tasted more of Livingston’s chocolates, orders began flooding in. By the time Lee finished, Cocoa Asante had sold out in just 33 minutes. Lee’s TikTok fame, which grew from 1.5 million followers to over 16 million in just months, had a powerful effect on small businesses.Livingston, who sources the products from Ghana, shared her gratitude in a post, saying, “Cocoa Asante is forever changed because we got so many orders. I can now afford to pay myself something so that I don’t have to work part-time to bring in income for my home. So Keith you have officially retired me from being a teacher.”
To manage the ongoing demand, Livingston introduced pre-orders with wait times of up to six weeks. Lee’s review not only boosted Cocoa Asante’s sales but also showcased how social media can propel small businesses with quality products and meaningful stories to success.
For more information, visit CocoaAsante.com