Interviews
A Viral TikTok Turned This Snack Container Into a Sellout Brand
How Crudités is turning food storage into something people actually want to show off.
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Food storage has always been an afterthought. Bulky containers, awkward lids, and designs that were built for the fridge drawer, not for real life.
Darija had a different idea.
Crudités is a design-forward food storage container built to keep food in place while staying slim, reusable, and easy to carry — from beach days to board rooms. One TikTok turned it into a sellout overnight. We sat down with Darija to talk about launching without a plan, selling out three times, and building a brand that people recognize in the wild.
The Product and Audience: What is Crudités and who is it for?
Crudités is a design-forward food storage container built to keep food in place while staying slim, reusable, and easy to carry. The flexible reversible lid gently secures snacks, charcuterie, leftovers, and meal prep without turning your bag into a mess. It is made for people who care about both aesthetics and practicality — the host, the traveler, the snack person in the group, or honestly anyone who wants everyday food to feel a little more elevated.
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The Spark: When did you launch, and what made you say "I need to build this"?
We travel and picnic a lot, so we were constantly packing food for beach days, road trips, work, and everything in between. But every container felt bulky, awkward, or just not designed for real life. Then we found a slim reusable option that actually kept food in place, and it completely changed how we packed meals. For me, it clicked immediately because I already loved building snack boards and charcuterie setups. Suddenly, food storage became less about leftovers and more about bringing a full beautiful plate of food anywhere without it getting destroyed in transit.
The Launch: When did you launch and how did you create buzz?
We soft launched in summer 2024 on Amazon, and honestly, it was very chaotic. We did not even know exactly when the listing would go live. Inventory landed and suddenly we were live. At first, we were just posting constantly on social media and experimenting. Then one TikTok completely changed everything overnight. We sold out immediately, which sounds exciting until you realize you are out of stock for three months. That period forced us to level up fast — building an email list, updating customers constantly, even manually DM'ing people from the waitlist when inventory returned. In a weird way, the second launch felt like the real launch. Since then, we have sold out three separate times.
The First 100: How did you find your first customers?
Very organically. Friends, mutuals, and people online who love snack setups and organization content. TikTok was the biggest driver early on because once people saw the lid actually working, the product instantly made sense. From there, it spread naturally through shares and word of mouth.
The Advice: What would you tell a first-time founder in their first 90 days?
Do not wait for perfect. Start, get the product out there, and learn in public. You will figure out more from real customer reactions than months of overplanning behind the scenes.
The Reality Check: What is the hardest part of this journey that people don't see on social media?
Everything takes longer than expected. Inventory, production, shipping, restocks — every step takes time. And when you are a small team, you are handling everything at once while making big decisions in real time. A lot of entrepreneurship is simply solving problems before the next one appears.
The Milestone: What has been your biggest "we made it" moment so far?
Honestly, the most rewarding moments are still the small ones. Seeing people post about Crudités without us asking or spotting the product naturally in someone's life never gets old. One moment that really stuck with us was bringing ours to a restaurant for leftovers and having someone recognize it from Instagram. That was the first time it felt like the brand had escaped our own world and become real to other people too.
The AI Trend: How have you used AI to help your business grow?
AI mostly helps us move faster. Whether it is answering technical questions, helping us think through problems, or figuring things out quickly under pressure, it acts like an extra brain for the business. But creatively, the brand identity, visuals, and feel are still fully us.
The Horizon: What should we be excited to see from Crudités in the next six months?
A lot. New sizes, new colors, new products, and international expansion. We recently launched on Amazon UK, and the long-term goal is to grow Crudités into more of a lifestyle brand than just a storage company — something functional, elevated, and genuinely fun to use.
The Shop: Where can readers find Crudités?
Available on Amazon US, Amazon UK, TikTok Shop, and Instagram Shop. A redesigned website is coming soon at cruditeseveryday.com.
The Connection: Where is the best place to follow along?
Follow along on Instagram and TikTok at @cruditeseveryday.
Available on Amazon US, Amazon UK, TikTok Shop, and Instagram Shop.
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