Snack shake-up: Six gamechanging collabs redefining NPD

By partnering with other brands, companies can leverage each other’s strengths, whether it’s expertise in product development, distribution networks or brand loyalty. Moreover, collaborations enable snack producers to tap into new customer segments, share resources and reduce costs, fostering a more resilient and competitive industry landscape.

Here are a few that are currently shaking up the snack sector.

Pop-Tarts and Nothing Bundt Cakes

The pair have joined forces to release a ‘crazy good’ flavor – Frosted Strawberry Pop-Tarts – only available until September 1 at the Northing Bundt Cakes’ 600-plus bakeries across the US.

The dinky Bundtlet is a strawberry cake infused with Frosted Strawberry Pop-Tarts pieces, crowned with signature cream cheese frosting and then topped with confetti sprinkles and a Frosted Strawberry Pop-Tarts Pastry Bite.

“Our collaboration with Pop-Tarts brings a classic, nostalgic taste to our Bundtlets to create a one-of-a-kind snack,” said Claire Jessen, Nothing Bundt Cakes VP of Culinary.

“Our crazy good Frosted Strawberry Pop-Tarts flavor is reminiscent of coming home from school hungry and grabbing a satisfying, sweet little treat from the pantry to keep you happy ‘til dinner.”

Nothing Bundt Cakes is becoming increasingly recognized for its growing rotation of limited-time pop-up flavors, designed to capitalize on the ‘little treat culture’ among Gen Zs. The brand has released more new or re-imagined flavors in 2024 than ever before in its 27-year history – with more to follow.

“We are excited to partner with Nothing Bundt Cakes to showcase how Pop-Tarts doesn't just belong in the toaster – it can be used to transform menus and provide inspiration for unique concepts,” said Michelle Barnes, director of commercial strategy, Kellanova Away From Home.

“This unexpected, limited-time offering from Nothing Bundt Cakes is sure to delight fans of both brands while still delivering the great taste consumers know and love.”

Dallas-headquartered Nothing Bundt Cakes also offers handcrafted Bundt Cakes for pickup or delivery in a variety of flavors, such as bite-sized Bundtinis, cupcake-sized Bundt Cakes, personal-sized Bundtlets and 8- and 10-inch Bundt Cakes, in additional to a growing gluten-free range.

Klimon and Universal

As 'Despicable Me 4' dominates the box office, fast-growing dairy-free brand Klimon has entered into a multi-year licensing agreement with Universal that includes the right to develop Minion-branded nondairy products.

Klimon (‘no milk’ backwards) offers 100% plant-based, dairy- and gluten-free frozen desserts, which are sold across the US in grocers like Harris Teeter, Stop & Shop and Stater Brothers. The creamy texture comes from a proprietary process that blends pea protein, coconut oil and tapioca. A recent packaging redesign placed emphasis on the play on words with a new logo that  features a backwards N and a crossed out ‘O’ and specific color gradients to designate  each of its seven flavors.

The US company is riding high, with YOY revenue growth of 126%.

“The plant-based food revolution is here to stay and new iconic brands will emerge,” said Klimon founder and CEO Alex Cotraviwat.

“By delivering superior taste and experience, understanding and meeting consumer desires and integrating with cultural touchstones, we believe Klimon can be the market leader in dairy free products.”

Driven by consumer dietary restrictions, concerns about the environment and animal welfare and a general desire for more plant-based options, the North American dairy alternatives market is expected to grow at an annual rate of 12.25% through 2030, according to Mintel data. In fact, The Good Food Institute reported that one in 10 US households purchased plant-based ice cream and frozen novelties in 2023.

Oreo and Coca-Cola

Besties often become a combination of their best traits, making each other even better together. In this spirit, for the first time ever, Oreo and Coca-Cola have teamed up to create two limited-edition products inspired by each other.

“We strive to identify fresh ways to excite consumers and with this collaboration, we have truly upped the ante,” said Eugenia Zalis, global head of Marketing and Brand for Oreo, Mondelez International.

“The bestie bond forged between Oreo and Coca‑Cola is a playful way to unite our fanbases and celebrate the power of connection and togetherness. We cannot wait to see the reaction to the campaign and hope fans are excited to experience the latest twists on two classics.”

• The Oreo Coca-Cola Sandwich Cookie boasts a distinctive red and black color-blocked design featuring two unique basecakes, a classic chocolate (that contains Coca-Cola syrup) and a red-colored golden embossed with Coca-Cola designs, stuffed with a smooth white-colored crème. The basecakes also feature popping candies that bring a ‘fizz’ sensation to every bite.
• The Coca-Cola Oreo Zero Sugar Limited Edition features a captivating design with its sleek packaging, adorned with the signature Oreo cookie embossment and stacked Coca-Cola bottles. Each sip imparts the refreshing Coca-Cola taste with hints of Oreo cookies.

Marking the occasion is also the ‘Bestie Mode Digital Experience’, an exclusive platform and musical experience designed by Spotify, along with a ‘Bestie Mode’ merchandise line with fashion retailer Forever21. Fans can activate ‘Bestie Mode’ by scanning on-pack QR codes to merge their music tastes and create custom Spotify playlists to commemorate their friendship The collection includes an apparel top, jacket, socks, tote bags, cosmetics bag, drinkware and notebooks, and will be available from mid-September online and at select stores.

“We took careful steps to ensure we delivered the Oreo experience in a Coca‑Cola and vice versa,” said Oana Vlad, Global VP, Brand Strategy at The Coca‑Cola Company.

“Both products went through several iterations and we look forward to following the public conversation of what each tastes like. At the end of day, our mutual commitment to product quality and technical excellence – and our willingness to have fun and work together as one team – made this possible.”

The Limited-Edition treats will begin rolling out at retailers in the US, Canada, China, Mexico and Brazil from September 9 for a limited time. Both products are also available for pre-order in early September from Oreo and Walmart online.

Rice Krispies Treats and Red Jacket Beach Resort

Inspired by the magic of sleepovers, Rice Krispies Treats has conspired with the newly renovated Cape Cod-based Beach Resort to make fans feel like a kid again.

The brand is challenging families to ditch the fall dread and get away for one more sweet summer vacation at this one-of-a-kind destination: the Re-Treat Suite by Rice Krispies Treats.

Guests will experience their favorite snack like never before and wake up to ocean views from a giant Rice Krispies Treats bed. They can ride down the slide from the top bunk of the double-stacked Treat bunkbeds; build a massive marshmallow-y pillow fort; and host a throwback movie marathon on a giant projector and marshmallow beanbags. That’s not all as the Treat Yourself bar is super-stocked with fan-favorites treats: Original, Chocolate, Strawberry, Chocolatey Chip Cookie Dough, Rainbow and Chocolatey Peanut Butter.

The best part? This dream-like stay can be reserved for no cost!

“At a time when families are packing their bags for back-to-school and early bedtime, we’re packing our bags for the Re-Treat Suite and this family-loved beach destination,” said Danielle Rappoport, brand director for Rice Krispies Treats.

“We know that our iconic snack has the power to give our fans that wonderful sense of carefree fun. We hope the Re-Treat Suite gives guests an excuse to enjoy one more magical vacation with their loved ones before the sun sets on summer.”

Part of a multi-property resort group set upon a nearly one-mile stretch of beach along the Atlantic, the recently reimagined Red Jacket Beach Resort features multiple pools, tennis and pickleball courts, kid-centric activities, bike rentals and more. Families and fans can request to book a two-night stay – August 30-September 1) at the Re-Treat Suite by Rice Krispies Treats for up to six guests.

Booking is awarded on a first-come, first-served basis, and guests will be responsible for their own travel to and from the Resort.

Cheetos and J Balvin

The iconic snack has partnered with the international superstar and entrepreneur for this year’s Deja tu Huella campaign.

Deja tu Huella – which translates as ‘Leave your mark’ – was created by Cheetos in 2020 to celebrate those who are leaving a mark on their communities through art, education, music, technology, fashion and more. For years, the brand has supported these individuals with funding and resources to continue pursuing their passions.

Now the brand is welcoming J Balvin into the Deja tu Huella family in a way only it can: by sponsoring his iconic, orange-dusted fingertips. J Balvin has undoubtedly left a long-lasting impact by uniting people across the world through his music and helping the community through his Vibra en Alta Foundation. By giving back and uplifting the community, he aims to support the next generation by creating opportunities, fostering growth and ensuring a brighter future.

“Cheetos is committed to uplifting the Latino community to provide them with the tangible support needed to unleash their full potential and continue impacting their communities in big ways,” said Tina Mahal, senior VP of Marketing at PepsiCo Foods North America.

“The impact J Balvin's made through his music and work with his Vibra en Alta foundation will help shine light on a community that truly embodies Deja tu Huella's spirit.”

The raggaeton superstar – one of the best-selling Latin music artists with sales of more than 35 million records worldwide – is also helping the brand to find the next Deja tu Huella Ambassador.

The Deja tu Huella Ambassador network includes 20 inspiring individuals who have leveraged their talents to make a positive impact in the Latino community.

The new ambassador will hit the road with Cheetos in October on a three-stop community college tour to bring more visibility to their platform and help provide valuable resources to support career growth. The Cheetos Community College Tour will feature events and opportunities – including Culinary Creator competitions and workshops, along with networking and mentorship sessions. The PepsiCo Foundation will award scholarships along the way. Throughout the tour, Cheetos will reach and support thousands of students at Hispanic-Serving Institutions (HSI) in Miami, Dallas and Los Angeles.

To apply, fans can head to the Cheetos website or scan the on-pack QR code found on limited-time Cheetos Salsa con Queso bags, now available nationwide. Applications remain open until August 26.

“As a longtime fan of the Deja tu Huella campaign, it means a lot to me to team up with Cheetos to give back to the community that has given me so much throughout my career,” said J Balvin.

“There are so many incredible people out here inspiring change and showcasing the beauty of our Latino culture. It’s about breaking barriers and pushing boundaries for the next generation.”

To spread the news, Cheetos has created a TV commercial that features J Balvin showing off his Cheetle-covered fingertips everywhere he goes – from the red carpet to going out for dinner.

Bear and Urban Fruit

The partnership combines the best of both brands and is set to continue disrupting the snacking category by offering healthier fruit snacks made from real fruit.

The Urban Fruit line up, comprising gently baked dried fruit such as mango, strawberries and pineapple, will join the Bear brand, known for its popular Yoyos and Fruit Splits, made with real fruit and no added nasties.

The combined portfolio – owned by Urban Fresh Foods, under Lotus Bakeries – will benefit from the high penetration, strong visual identity and category-leading customer share of Bear to upscale exposure, drive brand growth and fuel incrementality.

“Bear’s mission is to make healthier fruit snacking easier and tastier for all, and that’s exactly what this move accelerates, embracing the crossover in the category and amplifying Bear as a brand for all ages, from little cubs to their adults, and shoppers seeking healthier snacks,” said Derren Plows, MD of Urban Fresh Foods.

“We know that four in five children are missing out on their full 5-a-day – along with around 70% of adults – so there’s a job to do to encourage more fruit and veg occasions, across all ages. As kids and adults fruit snacking is often merchandized together, there’s a huge opportunity to bridge the gap and encourage shoppers to cross shop fruit snacks for themselves at the same time as their little ones.”

Added Jo Agnew, Urban Fresh Foods’ marketing director, “The new Bear Fruit products haven’t changed at all – they still don’t contain preservatives; they still contain one of your 5-a-day and they still have the same great taste our shoppers know and love.

“As a brand, Bear continues to add value into the category, for both retailers and our shoppers, whether that’s through our innovation and flavor development, such as our new Tropical Yoyos; our recent on-pack partnerships with the Natural History Museum and Water Babies; or our collectable cards, which little ones just love to collect.”