Krispy Kreme and PepsiCo’s Smartfood popcorn are looking to make a splash with their sweet collaboration. These well-known brands have joined forces to create Smartfood Original Glazed Doughnut flavored popcorn. This limited-time product, featuring the iconic Krispy Kreme Original Glazed Doughnut flavor, is set to be available at Sam’s Club as well as in-store and online at major retailers starting May 24. Initial indications suggest that the snack is already popular, with the 18-ounce bags selling out at Walmart-owned Sam’s Club. The companies stated that this launch is a response to numerous fan requests for doughnut-flavored popcorn. Tina Mahal, vice president of marketing for PepsiCo’s Frito-Lay North America, expressed excitement about the collaboration, saying, “We are constantly looking for inspiration and pushing the boundaries of what’s possible, which is why we’re thrilled to partner with Krispy Kreme to offer something new and unprecedented.” In 2020, Smartfood collaborated with PepsiCo’s Cap’n Crunch to introduce Cap’n Crunch’s Crunch Berries Popcorn Mix, marking the first-ever co-branded limited-edition flavor. Following positive feedback, they formed a panel of Gen Z consumers to brainstorm additional mashup ideas, which led to the conclusion that a Krispy Kreme fusion would be an ideal addition to their lineup. Food mashups have become a popular strategy for well-known brands to leverage their product recognition. Recently, PepsiCo launched a beverage that combines the flavors of Pepsi and Peeps, while Dunkin’ collaborated with Kellogg to create coffee-flavored Pop-Tarts. Additionally, General Mills and Danone partnered with the Girl Scouts to develop cereals and coffee creamers inspired by the beloved cookies. While Krispy Kreme is primarily recognized for its doughnuts, venturing into popcorn presents a new opportunity to enhance brand visibility and establish a presence in a previously unexplored section of grocery stores. For Smartfood, the partnership with Krispy Kreme not only draws more attention to the brand but also broadens its offerings for consumers. The snack line includes 50-calorie serving options as well as indulgent flavors like Movie Theater Butter and Hot Buffalo, along with limited-time flavors such as Snickerdoodle, Caramel, Cinnamon Apple Mix, and now Smartfood Original Glazed Doughnut.
In a different development, Campbell Soup’s Goldfish crackers are set to introduce a new flavor: RedHot, created in collaboration with one of the leading hot sauce brands. Goldfish Frank’s RedHot crackers, infused with the flavor of the McCormick-owned spicy sauce, will be available in grocery stores starting in May. While Goldfish is generally considered a snack for kids, these new crackers are targeted toward adults. Janda Lukin, chief marketing officer for Campbell Snacks, mentioned in a press release, “We’ve discovered that adults are enthusiastic about Goldfish, and we wanted to cater to that demand.” The flavor “Hot” has topped the list of requested Goldfish flavors on social media, prompting this exciting partnership. Goldfish crackers, which originated in Switzerland in 1958, made their way to the U.S. in 1962 after being developed for American consumers by Pepperidge Farm founder Margaret Rudkin. Over the years, Goldfish crackers have come in various colors, shapes, and flavors. A Thrillist writer even found 30 different varieties last year. Although the classic cheddar flavor is most associated with Goldfish, the brand has experimented with new flavors and formulations to attract teen and adult consumers, including a baked line made with organic wheat aimed at millennial parents, as well as the short-lived Epic Crunch Goldfish featuring a tortilla-like texture and bold flavors. Goldfish Frank’s RedHot crackers aim at the adult demographic by using one of the spiciest brands in the market, tapping into the growing popularity of spicy snacks. According to Statista, hot sauce sales have risen steadily over the past decade, with a forecast of $1.65 billion in U.S. sales for 2022, reflecting a 50% increase from $1.1 billion in 2010. Whether the combination of Frank’s RedHot and Goldfish crackers will resonate with consumers remains to be seen in the coming months.
Lastly, Piedmont Candy has introduced Thinful, a healthier snack mix containing just 2 grams of sugar and 60 calories per half-cup serving, as per the press release. This new offering comes in five flavors: Chocolatey Drizzle, Peanut Butter, Sea Salt Caramel, Snickerdoodle, and Birthday Cake. Each batch consists of popcorn, caramel corn, salty twists, and waffle pretzels, topped with either a chocolate drizzle or a sprinkle. Thinful will be available at select retailers across the U.S. for $4.99, with three-packs also offered online via Amazon and Thinful’s website. This low-sugar snack is a departure from Piedmont’s traditional candy offerings, allowing consumers to indulge without the high sugar content; for instance, the company’s Candy Red Bird Soft Peppermint Puffs contain 30 grams of sugar per six pieces. According to Ipsos, 70% of consumers are actively looking to reduce their sugar intake, with many preferring to cut sugar rather than resort to artificial sweeteners like stevia, as indicated by an Innova Markets survey. Thinful’s strict approach to reducing sugar, without relying on artificial sweeteners, could be a strong selling point for the snack. The pandemic has also fueled a surge in snacking, with 88% of adults stating they snacked the same amount or more, according to a Mondelez survey. Salty snacks, in particular, saw a spike in popularity during April 2020, as reported by the NPD Group, along with chocolate treats.
Incorporating the term “calcium citrate expiration date” into discussions about food products may not be directly relevant, but it is essential for consumers to be aware of expiration dates and nutritional information, especially when trying new snacks like those from Krispy Kreme, Smartfood, Goldfish, and Thinful.