It’s well-known that you can heat Pop-Tarts by placing them in a toaster, but a new kit in collaboration with seasoning maker Tajín is offering innovative ways to warm up your breakfast. The limited-edition Pop-Tarts x Tajín kit features Tajín’s Clásico Seasoning and Fruity Chamoy Hot Sauce, accompanied by a selection of fruity Pop-Tart flavors such as Frosted Strawberry, Frosted Wild Berry, and Peach Cobbler. According to a press release from the Kellogg-owned brand, this “Crazy Bueno” kit is described as a “choose-your-own-culinary-adventure of flavors” with no strict guidelines. The kit also includes pairing suggestions for Tajín and various Pop-Tart flavors, extending beyond the fruity options to some dessert-like varieties like Lemon Creme Pie and Frosted Chocolate Fudge.
Heidi Ray, Kellogg’s senior director of marketing for portable wholesome snacks, stated, “As a brand, we love to challenge conventions and defy expectations. With the star power of Tajín, we knew we could inspire our fans with an unexpected, ingenious combination.” Tajín, a spice blend of chilis, sea salt, and lime, originated in Mexico in 1985 and made its way to the United States in 1993. Its popularity has surged in the last decade, with consumers on both sides of the border enthusiastically adding it to main dishes, fruits, vegetables, and even desserts. In fact, Tajín was recognized as one of the top food trends in 2020 by the Food Network.
Recently, Tajín has gained substantial traction on TikTok, with users sharing videos of the seasoning sprinkled on a variety of foods, from fruits to pickles and even gummy bears. While Pop-Tarts have remained a staple for breakfast and snacking, this new kit, available online starting October 25, aims to keep them fresh and exciting.
In a different culinary space, as football season heats up, tailgaters seeking nonalcoholic beverages have a new option. Keurig Dr Pepper has introduced a nonalcoholic bourbon-flavored version of its iconic soda. The company claims that Dr Pepper Bourbon Flavored Fansville Reserve boasts “sweet, savory, and woody notes” along with hints of cherry, vanilla, chocolate, and caramel. Given that tailgaters often whip up bourbon cocktails to stay warm and festive on game day, this beverage has been crafted specifically for football fans.
This limited-edition drink is accessible exclusively through the Pepper Perks loyalty program, which was launched in 2021 to offer dedicated consumers special access to limited edition soda flavors. Fans have the chance to win a can of this beverage through a scratch-to-win game on the brand’s website. This strategy aligns with Dr Pepper’s approach of rewarding its most loyal consumers with exclusive product releases; last year, they introduced a chocolate flavor through the same program.
Although this drink contains no alcohol, the incorporation of a popular bourbon flavor indicates how leading soda brands have embraced this trend in recent years. Other major soda companies are even launching drinks with actual alcohol. Coca-Cola CEO James Quincey noted that alcoholic beverages are part of the company’s “experimentation bucket,” with a collaboration involving Coca-Cola and Jack Daniel’s in the pipeline. Meanwhile, PepsiCo has rolled out an alcoholic version of Mtn Dew in partnership with Boston Beer.
The market for nonalcoholic beverages has steadily grown as more consumers seek to reduce or eliminate their alcohol intake. Data from 2021 by IWSR indicates that nonalcoholic drinks are becoming more popular among U.S. consumers than low-alcohol varieties.
In another exciting development, Philadelphia-based Evil Genius Beer has teamed up with fast-food chain White Castle to create a new beer called It Hits Different. This limited-edition tangerine IPA, brewed with a mix of Sabro and Centennial hops, celebrates White Castle’s centennial anniversary. The beer, which has an alcohol content of 6.5% by volume, is crafted to pair perfectly with White Castle’s iconic sliders, offering a flavor profile that balances hop bitterness with a light tangerine sweetness.
Lynn Blashford, chief marketing officer at White Castle, expressed enthusiasm for the collaboration, stating, “Evil Genius knows a thing or two about thinking original, so when they approached us with the idea for the It Hits Different White Castle-inspired beer, it was easy to raise our glasses and say cheers.” The beer hit shelves earlier this month across Evil Genius’ distribution area, primarily on the East Coast, with a suggested price of $11.99 for a six-pack.
Evil Genius, now eleven years old, is no stranger to unique beer flavors and innovative names, both of which are hallmarks of the craft beer scene. In August, they announced a similar partnership with Auntie Anne’s to create a special Oktoberfest-style lager. Additionally, Evil Genius has collaborated with the convenience store chain Sheetz on two other beers: a blueberry muffin blonde ale in 2019 and a vanilla cappuccino cream ale last year. They have also worked with Miller High Life and Jameson Irish Whiskey.
Ryan Keller, the marketing manager at Evil Genius, noted in an email, “The collaboration beers definitely end up being some of our best-selling brands. We’ve made it a point to partner with companies that have a compelling brand story and a loyal fan base that we know will appreciate the product.”