Caviar ‘bumps’ on TikTok lead to rise in sales – The Times. December 2023

Eating a small amount off your hand is the newest fad and Taylor Swift is among those who have joined in.

The “food of kings” is being democratised thanks to the power of social media. Sales of caviar are booming, with more Britons than ever expected to see in the new year with a glass of champagne and a “bump”.

A bump of caviar is a small amount of sturgeon roe that is eaten all at once. It’s the food equivalent of a shot of spirits but instead of using a plate or spoon, the caviar is eaten off the back of the hand.

Laura King, founder of King’s Fine Food, the UK’s largest importer of caviar, said: “It’s absolutely manic. We are a small team of only 12 of us, so everyone is doing everything. I spent most of the day packing caviar. It’s a great time for us.”