At first glance, Nutter Butter’s TikTok presence is, in a word, confusing. Its highest-viewed video, at 12.3 million views, features eerie music and a slideshow of a Nutter Butter family.

For the past month TikTok users have been commenting on Nutter Butter’s account. “You good?” asked one. “Nutter Butter are you paying for my therapy or?” asked another. The posts from ...