By Oscar Woods 
A Tesco shopper clears cinnamon buns from store shelves in a video that has sparked a heated debate about shopping habits and social media culture. The incident, which took place at a London Tesco, quickly went viral after being posted on TikTok, drawing over 1.2 million views and igniting conversations about consumer behavior.
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London TikTok User at Center of Controversy
Nneka, a London based content creator who regularly shares food videos, posted the clip showing herself loading multiple tubs of Tesco’s Tear and Share Cinnamon Buns into her basket. The video shows her systematically clearing the entire display, with each tub priced at approximately £3.75.
In the footage, another shopper approaches and jokingly asks if she could save one, highlighting how difficult the product had become to find. Nneka appears to hand over a single tub but keeps the rest, a moment that became central to the online backlash.
What Makes These Cinnamon Buns So Popular
The Tesco Tear and Share Cinnamon Bun has been available for years but experienced a massive resurgence in popularity during 2025. The product features soft dough swirled with cinnamon filling and topped with cream cheese icing, earning a 4.2 star rating from shoppers.
Food bloggers have praised the buns, with some calling them the closest thing to Cinnabon available in UK supermarkets. What sets this product apart is its two day shelf life, which adds urgency to purchasing decisions.
TikTok creators reviewing the product praised it as the softest bun they had ever tasted, with a perfect balance of sweetness. These glowing reviews helped fuel demand across the UK.
Social Media Reaction Splits Opinion
The video generated 1,500 comments with sharply divided reactions. Critics slammed the behavior as greedy and inconsiderate, arguing that clearing shelves prevents other customers from enjoying the product. The phrase “this is just greed” trended alongside the video.
However, some defended her right to purchase freely, pointing out there were no official purchase limits in place. These defenders argued shoppers shouldn’t be blamed for retailer stock management issues.
Communities and forums shared similar experiences, with many reporting difficulty finding the cinnamon buns. Discussions included suggestions for purchase limits during high demand periods.
The Twist: Not What It Seemed
After facing significant backlash, Nneka posted a follow up video addressing the criticism. She revealed that she had not actually purchased all the buns shown in the original video.
According to her explanation, the video ended before checkout on purpose, and she suggested that viewers had assumed the worst without seeing the full context. She called critics who believed she bought everything “idiots” for taking the video at face value.
This clarification shifted the narrative once again, highlighting how easily short video clips can distort reality and create misleading impressions. Even with this revelation, the damage was done. The image of a Tesco shopper clearing cinnamon buns had already cemented itself in the public consciousness.
How Viral Trends Drive Shopping Behavior
The incident demonstrates the powerful influence of platforms like TikTok on consumer behavior. When food content goes viral, it creates FOMO, or fear of missing out, encouraging shoppers to rush to stores for items they might have otherwise ignored.
TikTok’s algorithm amplified the clip, reaching users who had never heard of the product before. This exposure transformed a simple bakery item into a viral symbol sparking national conversation.
Marketing experts note this demonstrates both the power and potential problems of social media driven product popularity. Overnight sensations can overwhelm supply chains and frustrate regular customers.
Retail Challenges and Stock Management
The incident highlights challenges supermarkets face managing high demand products with limited shelf lives. When products go viral, stores must balance sudden demand spikes with maintaining fair access for all customers.
Tesco has not issued a formal response to this incident but has standard procedures for handling high demand items. Store managers monitor popular products closely and restock when possible.
During high demand periods, retailers can implement purchase limits, though no such policy was in place for the cinnamon buns when the video was filmed.
The Bigger Picture: Consumer Culture in 2025
This incident reflects larger patterns in modern consumer culture, where shopping habits are increasingly influenced by social media trends and the desire to participate in viral moments.
Psychologists note that displays of bulk purchasing trigger reactions about resource allocation and fairness. The backlash raises questions about performative consumption, where shopping becomes content creation rather than meeting needs.
Similar incidents occurred with Dubai Chocolate, which became so popular that major supermarkets imposed strict rations to ensure everyone had a chance to try it.
Shopping Tips for Finding Viral Products
For shoppers hoping to find popular items without resorting to shelf clearing, several strategies can help. Visiting stores during off peak hours like early mornings or weekday afternoons increases success rates.
Some shoppers suggest asking bakery staff directly, as stores often have additional stock in the back. Checking online stock availability before visiting can also save wasted trips.
For those who miss out, viral food trends often cycle. Products that sell out today typically get restocked as retailers respond to demonstrated demand.
Looking Forward
The story of a Tesco shopper clearing cinnamon buns serves as a case study in how social media shapes modern shopping experiences. What started as a simple video about a bakery product evolved into a national conversation about consumer ethics and retail management.
The incident raises important questions about how retailers should manage viral products and whether social media platforms bear responsibility for the shopping frenzies they help create.
As platforms like TikTok continue to influence purchasing decisions, both shoppers and retailers will need to adapt. Finding the balance between allowing customers freedom to buy what they want and ensuring fair access for everyone remains an ongoing challenge in the age of viral content.