Food waste disposal manufacturer InSinkErator has experienced viral success with a recent TikTok video, which has reached over ten million views.

Posted on the social media platform known for engaging, short videos, the InSinkErator content was centred around searching for owners who find using their food waste disposer a fun activity.

It garnered over 2,000 responses which helped push the video into viral territory.

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In related viral kitchen videos, retailer The Woodworks achieved 66.5million views on TikTok in 2022, with one video amassing 25.5million views at that time.

According to InSinkErator, the activity comes as online search demand for food waste disposers in the UK has increased in the past month by 44%.

In, the brand reports Google searches for “Insinkerator” have grown by 172% in the past 90 days, as well as an additional 19% in the last week alone.

Responding to the TikTok video, one user @DannyShelldon63 commented “lived with an InSinkErator for the best part of 8 years now, will never go back” while another said, “From the US but I’ve lived in the UK for years now. I am SO excited that these are coming over now. I grew up with them everywhere.”

Digital and ecommerce manager Jamie Griffin commented: “It has been great to see the reach this video has gathered and to see a conversation start around the product on social media.

“There is so much potential with this product in the UK and I think we’re just starting to see this reflected in search results.

“Customers want simplicity and appliances that can add something to their kitchen.

“Our food waste disposers provide an opportunity for kitchen designers to offer a hidden product to their customers which helps keep the kitchen clean and hygienic by tackling food leftovers and tough scraps.

“Proven in the US, it’s encouraging to see this recent buzz online in the UK.”