Amongst the many things that TikTok continues to prove itself to be, is that it’s one big food trend machine. Remember the struggle quarantine (I bet you haven’t heard that word in a while) meals? A new trend has been emerging for the past few months, and it doesn’t seem to be going away any sooner: the casual snacking on caviar.

Forgo posh atmospheres and high-brow events; we’re spreading caviar on anything now – including Doritos’ chips (not us, though).

The latest trend in the world of luxurious snacking can be traced back to none other than TikTok’s very own Caviar Queen, Danelle Zaslavsky (@dzaslavsky). In November 2021, Danelle shared a video of her favourite snack – Siberian sturgeon caviar served on top of fitness bread – which quickly went viral, racking up millions of views. And it didn’t stop there; two weeks later, Danelle posted yet another clip featuring white sturgeon caviar and caviar butter, which garnered more than three million views. Matzon continued to showcase the versatility of this delicacy in subsequent videos by having it on a tuna sandwich, pairing it with cucumbers, and even alongside crème fraîche and Doritos.

But caviar is not just a snack for Danelle; it’s a family legacy. You see, her family happens to own the first “farm-to-spoon” caviar company in the world – Marky’s Caviar. It all started 39 years ago when Mark Zaslavsky, a Russian immigrant, and Mark Gelman launched one of the United States-only commercial caviar operations near the Florida panhandle in 1983.

Before you dismiss this trend as something only reserved for the elite, it’s important to note that caviar prices have played a significant role in its recent popularity. According to a report from the European Commission in May 2021, China now supplies one-third of the world’s caviar market. Sturgeon farming in China has resulted in a dramatic drop in prices in recent years, ushering in more affordable options on the market. Moreover, if you delve deeper into TikTok, you’ll discover that many users are also experimenting with the same method but opting for fish roe or ikura as a more economical alternative.

But does the increased accessibility of this delicacy diminish its luxurious status? That ultimately depends on one’s personal preferences, as the accessibility of caviar may not detract from its high-end allure. While some experts may cringe at consuming caviar in this fashion, this trend isn’t going away anytime soon.

At the end of the day, why not indulge in the little luxuries that bring you joy and satisfaction, and treat yourself to the things you love, just the way you like them?

Rand Al-Hadethi is an art, culture, and fashion writer who approaches all her creative endeavours with a penchant for storytelling. She explores the intersection of fashion, culture, and society and sheds light on talent and cultural movements across the Middle East and the world. Rand also publishes a bi-monthly themed substack newsletter called WebWeaver™. To reach Rand, email her at rand@khamsa5.com or follow her on social media @rundoozz.
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