Pop-Tarts and Liquid Death team up again; Bachan's enters Japanese mayo

· Agriculture & Food · United States

Pop-Tarts is launching a flavor inspired by Liquid Death, the second collaboration between the breakfast pastry and canned water brands, Food Dive reports in its Leftovers roundup. The same roundup says Bachan's, known for Japanese-style barbecue sauce, is entering the Japanese mayonnaise category, and that That's it. fruit bars are extending into granola. The items give no launch dates, pricing or sales expectations. The moves reflect food brands leaning on cross-brand collaborations and adjacent category extensions to reach new shoppers.

Why it matters：Cross-brand collaborations and category extensions are a common growth tactic for packaged food brands facing crowded shelves and slow volume growth.

Key points

  • The Pop-Tarts flavor is the second Liquid Death collaboration.
  • Bachan's is expanding from barbecue sauce into Japanese mayonnaise.
  • That's it. is extending its fruit bars into granola.

Sources (original reporting)

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