How Logan’s cucumber salad changed the game for Mingle

Ever heard of Mingle Seasoning? Yeah, me neither.

It’s an Aussie brand that sells a version of Trader Joe’s “everything but the bagel” seasoning.

It turns out they’re the ONLY brand in Australia that sells this particular seasoning… and, thanks to Logan and his “sometimes you need to eat an entire cucumber” trend, they soon found themselves in the position of having absolutely NONE of that particular seasoning left, after their existing stock SOLD OUT across Australia.

You see, this guy named Logan started making cucumber salads on Tiktok, and the videos went absolutely VIRAL. We’re talking millions and millions of views.

Aussies, like everyone else in the world, flocked to their local grocery stores to pick up the stuff they needed to recreate the viral TikTok salad (which, admittedly, I’ve even made myself a few times. And, spoiler alert, it’s DELISH).

But back to Mingle.

After they sold 10 weeks worth of product in just over a week, Mingle found themselves in a situation they’d never faced before. They were reaping the rewards of a TikTok trend that they had absolutely no control over. They could either shrug and ignore the trend, or work TIRELESSLY to get their seasoning back onto Aussie supermarket shelves. They opted for the latter, enabling them to capitalize on the sudden popularity of their product.

Moral of the story? You never know when a trend might take off. Be ready, be nimble, and always be marketing your product.