Canned pasta favorite SpaghettiOs has turned up the heat with its latest offering. Campbell Soup has introduced SpaghettiOs Spicy Original, a collaboration with Frank’s Red Hot. The new product features a mild to medium level of spiciness and aims to appeal to millennials looking for a more sophisticated flavor profile. “We’re thrilled to put a spicy, adult twist on a classic that our grown-up consumers enjoyed as kids,” said Mieka Burns, vice president of meals and sauces at Campbell Soup. The company referenced Ipsos survey data indicating that one-third of adults who consumed SpaghettiOs in the past year added spices to enhance their meal experience.
This isn’t the first time Frank’s, which is part of McCormick & Co., has collaborated with Campbell Soup. In 2021, they launched a limited-edition flavor of Frank’s Red Hot Goldfish. The hot sauce has also made its way into David sunflower seeds and almonds, among other snacks. The trend of spicier flavors is becoming increasingly popular, particularly among younger consumers. At the Consumer Analyst Group of New York conference in February, McCormick revealed that spice is a top priority for millennials and Gen Z. A Harris Poll survey indicated that 73% of Gen Z regularly purchases spicy foods, and IRI data shows that this generation has driven a 39% growth in the hot sauce category since 2019.
Meanwhile, Rice Krispies, a staple in many households, is making its way into the candy aisle. Kellogg has teamed up with Frankford Candy to introduce Rice Krispies bars in marshmallow and strawberry flavors this spring. “Consumers are looking for products that enhance their sensory experiences through taste, texture, and sound,” said Molly Jacobson, director of business development at Frankford Candy. The new Rice Krispies bars will retail for $2.49 at Walmart, Five Below, and Big Lots, as well as online at FrankfordCandy.com and Amazon.
Frankford Candy and Kellogg have a history of collaboration, having previously released two limited-edition Easter products in 2022: Kellogg’s Rice Krispies Milk Chocolate Rabbit and Rice Krispies Milk Chocolate Eggs. Rice Krispies has evolved from its cereal origins to become a significant contributor to Kellogg’s snacking division, with around 70% of North American Snacks net sales coming from just four brands, including Rice Krispies Treats, Cheez-It, Pringles, and Pop-Tarts. “These brands have consistently grown, and there’s still plenty of potential for expansion,” stated Chris Hood, senior vice president and president of Kellogg North America.
In another development, Jovial Foods is providing gluten-free consumers with new options for mac and cheese. The brand has launched two products made with brown rice pasta: one featuring white cheddar and the other being a vegan option with dairy-free cheese. The mac and cheese is produced in Italy using a technique that involves pressing the pasta with bronze dyes and slow-drying it, giving it a texture that better retains cheese. The products emphasize organic, clean-label ingredients, and Jovial claims that consumers won’t notice the absence of gluten due to the great taste and texture.
Founded over a decade ago to create quality pasta for their gluten-sensitive daughter, Jovial now offers a variety of pastas, sauces, beans, and olive oils. The new mac and cheese products will be available in various national retailers by May and at Whole Foods starting in July. As consumers increasingly seek foods with greater nutritional value, the mac and cheese category, still dominated by Kraft, has seen many new entrants in recent years. Goodles, co-founded by actress Gal Gadot and a former Kraft executive, introduced four flavors in 2021, followed by a vegan option the next year. Goodles’ products boast 14 grams of protein and 21 ingredients, including kale and mushrooms, and have raised over $10 million to date. Last year, GrownAs Foods also launched a plant-based mac and cheese featuring potato and coconut flour.
In terms of nutritional benefits, some varieties may also include ingredients like calcium citrate 200 mg, further enhancing their appeal to health-conscious consumers.