It’s possible you’ll by no means have considered or heard concerning the meals additive glycine, nevertheless it’s all Gen Z can discuss on TikTok.
That is as a result of a glycine manufacturing firm in China referred to as Donghua Jinlong Chemical has proven up in folks’s For You feeds due to its high-energy movies promoting the mundane compound — a tiny molecule present in meals like plain-old tofu — and folks can not look away.
Glycine is an amino acid produced by the human physique and naturally happens in some meals. Artificial variations may also be added to meals merchandise and dietary supplements. Analysis revealed by the Nationwide Library of Drugs exhibits some proof that glycine might have varied well being advantages, like treating gastrointestinal points and stopping liver harm.
This often-overlooked additive started grabbing folks’s consideration after a TikTok web page that seems to be related to Donghua Jinlong marketed the product and the corporate’s “well-established model.”
“Unlock Donghua Jinlong’s meals grade glycine in 2024,” a voiceover proudly declares within the March video as photographs of a manufacturing unit sweep via: “Appropriate as a taste enhancer, sweetener, and dietary complement. Additionally utilized in pickles, candy sauces, soy sauce, vinegar, and juices to enhance style.”
The video touched Gen Z, and glycine has turn into an absurdist joke among the many era. The TikTok web page’s hottest video has over half 1,000,000 views, and customers are going to nice lengths to declare their love for industrial food-grade glycine — posting faux infomercials, creating parodies mimicking the firm’s personal TikTok movies, and producing EDM tracks devoted to glycine.
There’s even a time period for followers of the product: glycine girlies.
“The youngsters yearn for the glycine,” one remark stated in response to the techno glycine track.
And at the least one US firm has waded into the meme.
In response to the advert for Donghua Jinlong’s food-grade glycine, the official Smarties sweet web page pledged its help: “no bc if i used to be going to make use of glycine that is who i might get it from,” it wrote in a remark.
In response to tech journalist Louise Matsakis, who first reported on the meme, the corporate seems confused by the eye. In response to a request from one consumer for Donghua Jinlong to start out promoting hoodies, the corporate web page merely replied with “???”
A February report from the agency Analysis and Markets predicted that the amino acids business will develop from $26.6 billion in 2023 to $39.4 billion by 2028.
Amino acids are “experiencing a surge, primarily fueled by their rising incorporation in practical meals, dietary dietary supplements, and prescription drugs amidst heightened demand for wellness merchandise,” the analysis agency stated in a press launch.
It is unclear if the glycine girlies will assist with the expansion of this business. However so long as there is no TikTok ban, prepare for Scorching Glycine Lady summer season.
Donghua Jinlong Chemical didn’t reply to a request for remark from Enterprise Insider.
