“While oysters have been traditionally known as the ‘food of love,’ Waitrose has seen growing demand for mussels in the run up to Valentine’s Day,” Waitrose, which operates nearly 330 stores around the U.K., said. “Once overlooked in favor of premium seafood, mussels are now a sought-after choice for home cooks and chefs alike, with many embracing the shellfish as an easy, healthy, and sustainable choice to alternative seafood favorites.”

Sales of mussels at Waitrose fish counters are up 5 percent compared to this time last year, according to the firm, while searches on the grocer’s site for mussels are up 120 percent.

Similarly, searches for “mussels recipes,” “how to cook mussels,” and “garlic mussels” on TikTok have soared over 1,000 percent in the last week, Waitrose said.

To meet the demand, Waitrose launched the “No.1 Moules Marinière” mussel product as part of its Valentine’s dine-in range. The dish features Shetland Island mussels in a chardonnay, wild garlic, double cream, and fire-roasted leek sauce, giving shoppers “a decadent yet sustainable choice for couples looking to elevate their date-night dining,” Waitrose Senior Sustainability and Ethics Manager Katie Keay said.

Keay said the company is seeing “growing enthusiasm for mussels, not just for their taste but for their minimal environmental impact.”