A traditional cheese from the Franche-Comté region of France, known as cancoillotte, is experiencing a surprising surge in popularity thanks to social media. Sales in supermarkets have been increasing by over 20% each week since early May, according to data from Circana. The trend originated on TikTok, where the spreadable, melted cheese has gained attention. This unexpected revival highlights the power of social media to influence consumer preferences and boost demand for regional products. Cancoillotte was once a relatively obscure cheese, but its newfound online fame is driving significant sales growth. The increase suggests a renewed interest in traditional French foods among younger consumers. This trend demonstrates how digital platforms can revitalize niche markets and introduce forgotten delicacies to a wider audience.