As of 28 October 2026, UGC Agent has measured the UGC programs of 12 food and beverage brands, led by Celsius, Alani Nu and Poppi. Together they count 821 creator accounts on TikTok and Instagram. The typical program's median creator has 19K followers, 49% of creators have under 10,000, and 12 of 12 brands use a program hashtag.
- Brands
- 125 full scans, 7 samples
- Accounts
- 82185% on TikTok
- Typical median creator
- 19Kfollowers
- Under 10K followers
- 49%of creators
The 12 food and beverage UGC programs side by side
Every row counts confirmed and likely creator accounts. 5 programs were scanned in full, with complete 30-day views; 7 were measured from a sample of public posts, so their rosters are a floor and they have no 30-day view total. Follower medians leave out Instagram profiles we could not read.
| Brand | Accounts | TikTok | Median followers | Under 10K | Program hashtag | Measured how | |
|---|---|---|---|---|---|---|---|
| PoppiPrebiotic soda | 118 | 107 | 11 | 7K | 55% | #poppipartner | Full scan, 20.4M views in 30 days |
| OLIPOPPrebiotic soda | 70 | 70 | Not scanned | 86K | 37% | #olipoppartner | Full scan, 14.4M views in 30 days |
| CelsiusEnergy drink | 177 | 146 | 31 | 4K | 67% | #celsiusambassador | Full scan, 6M views in 30 days |
| Alani NuEnergy drinks and supplements | 151 | 151 | Not scanned | 2.3K | 79% | #alanipartner | Full scan, 1.1M views in 30 days |
| Liquid DeathCanned water and energy drinks | 42 | 42 | Not scanned | 3.5K | 64% | #liquiddeathpartner | Full scan, 61K views in 30 days |
| C4 EnergyEnergy drinks and pre-workout | 42 | 25 | 17 | 16K | 41% | #c4energypartner | Sample of 55 posts |
| ChompsMeat sticks | 47 | 32 | 15 | 566K | 6% | #chompspartner | Sample of 50 posts |
| TRUFFTruffle hot sauce | 35 | 29 | 6 | 658K | 3% | #truffpartner | Sample of 45 posts |
| FeastablesChocolate and snacks | 30 | 21 | 9 | 9.2K | 50% | #feastablespartner | Sample of 36 posts |
| Mid-Day SquaresChocolate protein bars | 20 | 11 | 9 | 23K | 40% | #middaysquarespartner | Sample of 31 posts |
| GrazaOlive oil | 40 | 32 | 8 | 626K | 0% | #grazapartner | Sample of 43 posts |
| Liquid I.V.Hydration drink mix | 49 | 30 | 19 | 91K | 0% | #liquidivpartner | Sample of 53 posts |
What the food and beverage programs have in common
- A mix of small and established creators. Of the 821 creators with a known follower count, 110 have under 1,000 followers, 289 have 1,000 to 10,000, 207 have 10,000 to 100,000 and 215 have over 100,000. The smallest median creator is at Alani Nu (2.3K), the largest at TRUFF (658K).
- The biggest rosters. Celsius (177 accounts), Alani Nu (151 accounts) and Poppi (118 accounts) have the most attributed creators. Rosters measured from a sample are a floor: a sample of about 45 posts can only surface so many creators.
- 12 of 12 brands use a program hashtag. The most common naming is brand + partner (12 brands), then brand + ambassador (4 brands). Examples: #poppipartner (Poppi), #olipoppartner (OLIPOP), #celsiusambassador (Celsius) and #alanipartner (Alani Nu).
- An English-language, US-first market. 98% of creators with a detected language post in English, and 80% of creators with a known location are in the United States. Location is known mainly from TikTok post locations and bios, so it covers only part of each roster.
- 5 programs measured in full. Poppi (20.4M views in 30 days, median 1.4K per video), OLIPOP (14.4M views in 30 days, median 8.5K per video), Celsius (6M views in 30 days, median 809 per video), Alani Nu (1.1M views in 30 days, median 1K per video) and Liquid Death (61K views in 30 days, median 189 per video). In these programs, 39% of brand videos carry an ad disclosure in the caption or a platform ad label.
How big the creators are
Pooled across the 12 programs, by each creator's public follower count on the measured date. Brands that hire mostly under 10,000 followers are buying content, not reach: the video is the product, and the brand's own ads or accounts carry it.
Program hashtags in food and beverage
12 of the 12 brands have a hashtag their creators put on paid posts. Poppi: #poppipartner, #poppiuni, OLIPOP: #olipoppartner, #olipopcollegeambassador, Celsius: #celsiusambassador, #celsiuslivefit, Alani Nu: #alanipartner, #alaniambassador, Liquid Death: #liquiddeathpartner, C4 Energy: #c4energypartner, #c4partner, Chomps: #chompspartner, TRUFF: #truffpartner, Feastables: #feastablespartner, Mid-Day Squares: #middaysquarespartner, Graza: #grazapartner and Liquid I.V.: #liquidivpartner. The UGC program hashtags page compares naming across every category.
Hiring creators for a food and beverage program
The rosters above show the kind of creator these brands already pay. To find your own, browse food UGC creators, recipe and cooking UGC creators, nutrition UGC creators, student UGC creators in the creator directory, read UGC creators for food and beverage, or check what creators charge on our UGC rates pages.
Method and limits
Every brand here comes from the UGC Brands database and follows the same attribution rules: an account counts only on public program evidence (a program hashtag, a disclosed paid post, a bio statement, account naming, a reused caption or promo code), never on the brand name alone. Confirmed and likely accounts are counted. Fully scanned brands read up to 40 recent videos per account; sampled brands were measured from a sample of TikTok videos and Instagram posts found by searching for paid markers, so their rosters are a floor, their views are lower bounds and Instagram views are not public. Search also surfaces bigger accounts first, so sampled rosters likely over-represent established creators; compare creator size across methods with that in mind. Full rules are on the UGC Brands hub.
Cite this data: UGC Agent, "Food and beverage UGC programs", UGC Brands database, measured 28 October 2026, https://ugcagent.app/ugc-brands/food-and-beverage/