Zest launched in 2021 to make cooking easy and fun for everyone. With quick videos and clear step-by-step recipes, the app helps people feel more confident in the kitchen, minus the pressure.
It’s already hit 10,000 monthly downloads and brought in around $20,000 in monthly recurring revenue.
We’ve talked about them before, check it out here.
Now, out of the blue, 10 new accounts popped up on TikTok.
What stands out most about these pages is that they’re not run by creators. Instead, they use logos as their TikTok icons and have names that don’t mention Zest at all. At first, they even look like they belong to completely different companies.
This page in particular has seen pretty strong views and engagement. Every video sticks to the same format: simple slideshows of food photos, edited in Photoshop to look clean and eye-catching.
The first slide kicks off with the hook “If you eat like this for 30 days…” and the line “Clean healthy meals” just below the plate.
Each image features a meal, along with one hook that highlights the health benefits of the ingredients and another that lists what’s in the dish.
The final slide wraps it up with the message “Learn healthy cooking with this app—it’s like Duolingo for food!” and app logo as CTA.
This video format reuses the same food photos across multiple posts, with only small tweaks to the text and hooks each time.
Now, here’s where it gets interesting.
Here’s something curious: some pages that originally promoted only Zest suddenly started posting about other products, even rival apps. So why the change? Still, they haven’t stopped including Zest in their content, just mixing it up between apps (i.e. Recify).
Could be that the same team or agency is behind all these brands, and is using the farmed engagement to boost newcomers. We’ll keep you updated on what comes out.
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