Cottage cheese is experiencing a remarkable renaissance, largely fuelled by social media platforms like TikTok, where creative food influencers have transformed this once-overlooked dairy staple into a must-have superfood. This resurgence taps into the growing consumer demand for high-protein, clean-label, and functional foods, positioning cottage cheese as an attractive option for health-conscious audiences.

The trend gained substantial momentum in 2023 when TikTok creators began sharing short videos showcasing innovative cottage cheese recipes. These ranged from high-protein mac ’n’ cheese and protein smoothies to more inventive options like cottage cheese ice cream and banana bread. Brands such as Good Culture, which has been preparing for this moment since its 2014 debut, found their products central to this viral wave. Jesse Merrill, Good Culture’s co-founder and CEO, noted that TikTok helped rebrand cottage cheese from a standard pantry item to a versatile superfood celebrated for its nutritional qualities – notably high protein, low sugar, and the presence of live, active cultures.

Good Culture’s journey also has a deeply personal dimension. Merrill was diagnosed with ulcerative colitis the same year the company launched, and he credits fermented dairy, including cottage cheese, with helping him manage his condition. This aligns with emerging research suggesting that cultured dairy products like cottage cheese may support cardiometabolic and gastrointestinal health, appetite regulation, and improved body composition, although more scientific scrutiny is still needed.

The reinvention of cottage cheese extends beyond its nutritional profile. While traditionally thought of as a simple bowl of curds in cream, innovative companies such as Smearcase have expanded its possibilities by developing cottage cheese-based ice cream. Joe Rotondo, founder and CEO of Smearcase, explained that this “froco” product benefits from a proprietary formula that includes collagen, enhancing both nutritional value and texture by preventing ice crystal formation during freezing. This approach appeals particularly to younger generations, especially Gen Z, who seek convenient yet nutritious snacks that stray from conventional presentations.

This evolution is mirrored in other markets too. In the UK, the cottage cheese boom is tangible, with a reported 40% sales increase at Graham’s Family Dairy since May 2023. Major retailers like Marks & Spencer and Waitrose have also seen significant year-on-year sales uplifts, influenced by similar social media-driven interest and inventive recipes such as cottage cheese frittatas and ice cream. The trend underscores a wider cultural shift, as younger consumers gravitate towards versatile, nutrient-dense foods in accessible formats.

Good Culture’s emphasis on clean-label and high-quality dairy sourcing also highlights ongoing challenges in the industry. Achieving the desired creamy texture without additives requires meticulous formulation and reliable partnerships with dairy suppliers committed to organic and sustainable practices. Merrill believes the category is still ripe for innovation, particularly as consumer interest grows in functional foods high in protein, probiotics, and simple, real ingredients.

Cottage cheese's nutrient profile is impressive: it offers all nine essential amino acids, a rich supply of calcium, phosphorus, selenium, and B-complex vitamins, along with probiotic potential. Its high biological value protein content supports muscle recovery and satiety, making it versatile across meals, snacks, and desserts. This versatility, corroborated by a flurry of popular viral recipes, is arguably key to cottage cheese’s return to favour, positioning it as a functional ingredient well-suited for contemporary dietary trends.

In summary, cottage cheese is shedding its old image as a niche or diet-only product, reinvented through the lens of social media-driven culinary creativity and grounded in a solid nutritional foundation. Brands that have invested early in innovation and quality are reaping the benefits, while consumer enthusiasm continues to grow, both across the US and internationally. The cottage cheese category, stirring once again, seems poised for sustained expansion, driven by evolving tastes and a premium placed on health and wellness.