A food entrepreneur asked TikTok star Keith Lee to review her chocolates. 45 minutes after he posted, she says they completely sold out.

Screenshot of the business-owner and Keith Lee.
Keith Lee has 11.2 million followers on TikTok.Keith Lee and Ella Livingston via TikTok.
  • Entrepreneur Ella Livingston asked TikToker Keith Lee to review her chocolate business.

  • Lee responded, and according to Livingston, her products sold out in under an hour.

  • She also said the sales generated from Lee's post will enable her to resign from her second job.

A Tennessee-based entrepreneur asked TikTok-famous food reviewer Keith Lee to make a post about her business — and said she completely sold out of products 45 minutes after he followed through.

On March 14, Ella Livingston, the founder of an artisanal chocolate products company called Cocoa Asante, posted a video on TikTok, saying in her on-screen caption that she was emailing Lee in the hope that she could send him some of her chocolates so he could review them for his audience.

Lee is known and beloved online for posting reviews of small family-run or struggling businesses, often going viral and drawing in new customers for the business owners involved. In January, he drew attention on social media for posting a glowing review of a Las Vegas-based restaurant called Frankenson's pizzeria, which the owner said had a "life-changing" impact on his business.

@keith_lee125 #stitch with @cocoaasante Cocoa Asante taste test 💕 would you try it ? 💕 #foodcritic ♬ original sound - Keith Lee

On March 18, Lee stitched Livingston's video, saying that by coincidence, he had already placed an order for some of her chocolates and was planning to review her business before he saw her video on TikTok. "It was meant to happen, God makes no mistakes," he added.

The TikToker proceeded to open his order in front of the camera, describing the boxes that the chocolates came in as "some of the prettiest packaging I have ever seen."

He tasted four varieties of Cocoa Asante's chocolate bonbons, rating each of them between 8.5 and 9.5 out of 10, and saying he was "pleasantly surprised" by how much he liked them, considering he does not tend to like sweet foods.

Lee described the chocolate products as "one of the most satisfying purchases I've made in a long time," saying that he was tempted to eat an entire box of the brand's chai pecan caramel bonbons after trying them for the first time. The only negative remark Lee had was that a blue and gold milk chocolate bar he ordered cost $15, which he thought was too expensive: "At the end of the day, it's just a chocolate bar, so 15 dollars is crazy."

The TikToker's overwhelmingly positive review received 3.8 million views, and according to Livingston, the impact of the post was monumental. She shared a notice on Instagram announcing that her products had completely sold out within 45 minutes of Lee posting his review and that customers would have to pre-order and wait longer than usual for their products to arrive.

@cocoaasante These results are unbelievable! Thank you everyone for the support!! @keith_lee125 #cocoaasante ♬ original sound - Cocoa Asante

On TikTok, she posted a follow-up statement sharing how she felt about the review, roughly 36 hours after it was posted, saying that within a day after Lee's video went live, the daily revenue for her business rose from just under $1,000 to $24,719.

"I have been Keith Lee'd, and my life will never be the same," she said in the video, adding that while she had previously been working part-time at a second job in teaching so she could sustain her business, she would soon be handing in her resignation to work on producing chocolate full-time.

"Keith you have officially retired me from being a teacher, and to that I say, thank you," she said.

@keith_lee125 #stitch with @cocoaasante Cocoa Asante 36 hour update 💕 would you try it ? 💕 God Is Amazing 🙏🏽 #foodcritic ♬ original sound - Keith Lee

Lee posted his own follow-up statement on March 20, reflecting on Livingston's words and also on some of his previous viral reviews and the huge impact that business owners said the videos had on them.

"I know I'm doing what I'm supposed to be doing, I'm walking on the path I'm supposed to be walking on. I'm forever appreciative, I'm forever grateful," he said.

Lee's food-review videos have led him to skyrocket to fame on TikTok. Since the beginning of the year, he has gained more than 5 million followers on the platform, according to analytics tracker SocialBlade. One of his most viral moments was in February, when he filmed a video collaboration with the world's biggest YouTuber, MrBeast. The pair reviewed a struggling family business together, and MrBeast gave the staff a briefcase that he said contained $10,000 in cash during the shoot.

Keith Lee and Ella Livingston did not immediately respond to Insider's request for comment.

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