It’s now logical to expect items to sell out after celebrities and influencers tout their virtues on TikTok and other social media platforms. But that doesn’t mean the producers of said goods still don’t get caught off guard. The latest disruption to the supply chain is a feta cheese shortage after a simple recipe that required baking a brick of it (surrounded by cherry tomatoes and served with pasta) went viral. Demand for the briny delicacy spiked by more than 200 percent in some areas and left some regular buyers in a lurch. “This is the largest and most geographically broad interest and sales increase in a product that I have personally ever seen,” a Kroger specialty cheese expert told The New York Times. In addition, some Walmarts and Costcos began stocking the sheep- and goat-milk-based feta cheese from Krinos Foods, whereas before the company had only been able to convince stores to stock cow milk-based feta. This so-called “TikTok Effect” has the ability to not only lift sales, but to also expand culinary repertoires. And we are here for it.