The Week in Consumer Packaged Goods: August 9, 2024 edition

Welcome to The Week in Consumer Packaged Goods, a weekly roundup for marketers from Quad Insights that covers the latest must-know news surrounding the CPG space.

Pop-Tarts just announced the release of a new product meant to help people channel the “sweet feeling of freedom you felt as a kid,” per a Kellanova statement. Seventy-three times larger than a traditional Pop-Tart, the new limited-edition Pop-Tarts Party Pastry is big enough to serve, well, 73 people. Fans in New York, Los Angeles and Chicago can personalize their Party Pastry with “frosting phrases” customized to their occasion, and have it delivered direct to their doorstep in a three-foot-tall Pop-Tarts box. The price: $60 (in honor of Pop-Tarts’ 60th birthday) at shop.poptarts.com.

Previously: “Pop-Tarts announces college bowl with edible mascot,” from an earlier edition of this column.

See also: “Mars in Advanced Talks to Buy Cheez-It, Eggo Maker Kellanova” (The Wall Street Journal)

Hot Pockets just launched its first-ever condiment to celebrate the return of its BBQ Recipe Beef offering. Inspired by the barbecue sauce used in that variety — which has a tangy, sweet and smoky flavor profile — Hot Pockets’ limited-edition “pocket-sized” BBQ Sauce allows fans to enjoy the condiment wherever they go, “from picnics to grill outs and tailgates,” per a statement from the Nestlé-owned brand. On Aug. 14 and Aug. 21, fans can visit hotpockets.com/bbqsauce for their chance to receive a complimentary jar of Hot Pocket BBQ Sauce, while supplies last.

More flavor-focused CPG launches:

• “Hormel unveils new limited-edition bacon flavor” (FoodBev Media)
• “Nespresso debuts honey-based product line” (Food Business News)
• “Olipop Teases New Flavor With ‘Olipop University’” (MediaPost)

Oreo and PopUp Bagels just announced a collaboration on a menu item called Cookies and Cream Cheese Made With Oreo. Available for a limited time at PopUp Bagels locations Aug. 14-20, the collaboration combines PopUp Bagels’ schmear with the “crunch and iconic flavor of Oreo cookies,” per a brand statement. Fans can begin pre-ordering on Aug. 11 at PopupBagels.com.

Previously: “Oreo to release limited-edition Star Wars cookie packs,” from the May 17 edition of this column.

More CPG brand collabs:

• “Thomas’ teams with Kellogg on Fruit Loops Mini Bagels” (Bake Magazine)
• “Fanta Teams Up With Warner Bros. Pictures To Drop Spooky Ltd Edition ‘Beetlejuice’ Range” (Complex)

Velveeta this week aimed to bring “big cheese energy to life like never before,” per a brand statement. The new WheelVeeta experience features Velveeta Shells tossed in Velveeta cheese and served in a Velveeta cheese wheel, with toppings including fresh lobster, black truffle and fried shallots. Available to order at Bounce Sporting Club’s Montauk, New York, and Delray Beach, Florida, locations, the limited-time offering leverages the hot #cheesewheelpasta (aka Pasta alla Ruota) social media trend — a viral dish made with freshly cooked pasta coated in cheese and served in a hollowed-out parmesan cheese wheel. The Wheelveeta is an extension of the Kraft Heinz–owned brand’s La Dolce Velveeta creative platform, focused on “unapologetically embracing outrageous pleasure.” Velveeta fans can try the WheelVeeta, while supplies last, by making reservations now through Aug. 15 at Bounce’s Montauk location on Resy.com and its Delray location at OpenTable.com.

Previously: “Hellmann’s launches one-day Parisian-style café to promote the pairing of French fries and mayo,” from the July 26 edition of this column.

More CPG campaigns and launches:

• “EQUII rebrands, launches protein-packed pastas” (Bake Magazine)
• “Fit Butters Launches PEBBLES Cashew Butters” (License Global)
• “Yankee Candle’s New Cottage Getaway Collection Captures the Essence of Fall” (Happi)

5 Gum just announced plans to host a New York City rave featuring a performance by Grammy Award–winning artist Zedd — an event designed to align with the brand’s “mission to stimulate all 5 senses, fuel adventure and encourage fans to live in the moment,” per a Mars statement. To get into the event, set to take place Aug. 22, fans will first have to find its secret location in one of the city’s bodegas by following a series of clues dropped on 5 Gum’s and Zedd’s social media channels. The first 25 fans to discover and visit the location in advance on the day of the event will receive a glow-in-the-dark 5 Gum x Zedd pack that will grant them entry to the rave, where Zedd will perform new tracks from his upcoming album “TELOS” before its official release on Aug. 30.

Previously: “Bacardí releases limited-edition vinyl with Camila Cabello,” from the July 26 edition of this column.

More celebrity-driven CPG campaigns and promotions:

• “Dolly Parton is Releasing a New Cookie Mix — and It’s Perfect for Fall” (Food & Wine)
• “Abbott Elementary’s Fox Fronts BuzzBallz Campaign” (MediaPost)
• “Gatorade Stages ‘Get Fit For School’ Program Co-Hosted By Miami Dolphins” (MediaPost)

CPG operations and expansions:

• “Twang Refreshes Brand, Introduces New Products” (Food Engineering)
• ICYMI: “Dorothy Lane Market Accelerates Growth of Its Killer Brownie Brand” (Progressive Grocer)

CPG trends:

• “With screen time on the rise, skin care comes for blue light” (Glossy)
• “Price beats brand loyalty with back-to-school shoppers, report says” (Marketing Brew)

CPG performance:

• “Tyson profits soar after ‘remarkable turnaround’ in chicken” (Food Dive)

CPG mergers and acquisitions:

• “AB InBev sells Master of Malt” (The Spirits Business)
• “L’Oréal Takes 10 Percent Stake in Galderma” (Women’s Wear Daily)