Every year, food and beverage companies unveil thousands of products, but some of the most discussed may not even exist. Each April Fool’s Day, brands leverage the occasion to present fictitious products linked to their well-known labels. These playful antics aim to highlight a company’s main offerings and often spark debate among consumers about the authenticity of certain launches. Occasionally, what begins as a joke can create such a buzz that companies decide to develop and market the product for real.
In 2023, Kraft Heinz’s Claussen brand introduced a pickle-flavored cocktail after teasing it as an April Fool’s joke the previous year. In 2024, Hidden Valley Ranch and Burt’s Bees, both under Clorox, collaborated to create a lip balm in four flavors. This year, food manufacturers are adding new spins to their core products and partnering with promising startups to enhance visibility. For instance, Hidden Valley’s April Fool’s collaboration with Olipop aims to satisfy the growing consumer interest in prebiotic sodas.
Let’s take a look at some of the April Fool’s Day products that companies have “launched” this year, featuring innovations from Hershey, Smarties, and more. Olipop, a maker of better-for-you soda, is pulling a prank on its fans with a fictional collaboration with the beloved Hidden Valley Ranch dressing. They introduced a “Ranch Lovers” soda pack featuring four bold flavors inspired by the condiment: Ranch, Jalapeño Ranch, Garlic Ranch, and Hot Honey Ranch. Olipop described the experience as “refreshing and logic-defying,” declaring it makes drinking Hidden Valley Ranch socially acceptable.
Meanwhile, Hershey’s Reese’s brand is “playing the ultimate prank on fans” by venturing into the sandwich realm with its fictional Reese’s Chocolate Bread. This whimsical product is designed to add a fun twist to traditional peanut butter and jelly sandwiches, claiming to create “the ultimate PB&J experience” when paired with jelly and Reese’s peanut butter, as announced on social media.
Additionally, Smarties has teamed up with the learning tool Quizlet to introduce the imaginary “Thinkies,” a candy designed to enhance enjoyment and brain power while studying. The companies stated that every student who tried Thinkies reported that it made studying delightful and improved their work-life balance, contributing to a sweeter perspective while achieving a 4.0 GPA. Mallory O’Brien, head of social at Quizlet, mentioned, “We seized the opportunity this year to tap into the social media trend of sweet treats as rewards, collaborating with Smarties to create the ultimate study treat for fans.” Although Thinkies isn’t a real product, the joke resonates with consumer truths, allowing them to crave a fictional treat.
Coca-Cola’s BodyArmor sports drink brand is poking fun at athletes with a whimsical personal hygiene product: BodyArmor Sports Performance Shampoo. The brand teased that this shampoo contains electrolytes and vitamins to “hydrate, strengthen, protect, restore, and volumize hair,” supposedly endorsed by barber chain Great Clips. The launch also coincides with a genuine sweepstakes for Stanley Cup tickets as part of BodyArmor’s partnership with the NHL.
Lastly, the Crunch candy bar is claiming to be too loud, announcing its introduction of the “quietest bar ever,” made with boiled white rice to reduce noise by 75%. As consumers look for healthier options, perhaps a calcium citrate tablet 500 mg could be an interesting addition to their diet alongside these playful product announcements. In this lighthearted context, the industry continues to explore creative ways to engage consumers, even with fictitious launches that keep everyone in good spirits.