When Brands Collide: 8 New Product Crossovers

mixing bowl

What’s better than one familiar brand name on a new product? How about two?

Marketers know brand recognition can go a long way in helping a product sell. And partnerships can come in many forms: mixing recipes, expanding tastes or even promotion activations for trips and prizes.

Click through to view eight new-product launches that were born from cross-branding initiatives.

1. Cafe Valley and Hershey

cafe valley chocolate cheesecake brownie bites

Cafe Valley Bakery partnered with The Hershey Co. on the rollout of Chocolate Cheesecake Brownie Bites, a snack-size coffeecake that’s equal parts brownie and cheesecake with a sprinkle of chocolate on top. Made with real Hershey’s chocolate, the partnership marks the first-time Phoenix-based Cafe Valley has joined forces with the leading chocolate manufacturer. It comes on the heels of Cafe Valley’s successful partnerships with carbonated soft drink brands 7UP, Orange Crush and A&W Root Beer, which put the sodas into cake recipes.

2. Hostess and MLB

hostess baseball cupcakes

Hostess Brands celebrated the return of Major League Baseball in April with the limited-time return of Hostess Baseball CupCakes in two varieties: Day Game CupCakes, featuring frosted yellow cake, and Night Game CupCakes, with frosted chocolate cake. Both have a creamy filling and are embossed with the original “red squiggle” to emulate the design of a baseball.

3. 5-hour Energy and MLB

5 hour energy MLB edition cherry

New MLB Edition Extra Strength Cherry 5-hour Energy shots from Living Essentials LLC represent the second year of the company’s partnership with Major League Baseball. The limited-time offer is showcased in baseball-themed retail marketing displays. The promotion also includes season-long advertising and activation around 2018 MLB All-Star Week, to be held July 13-17 in Washington, D.C., as well as sampling at MLB All-Star FanFest and other All-Star Week events.

4. Krispy Kreme and Nutter Butter

krispy kreme nutter butter twist and chips ahoy cookie doughnuts

Krispy Kreme added two sweet treats to its flavor arsenal. The new Nutter Butter Cookie Twist and Chips Ahoy Cookie Doughnuts join the ranks of Krispy Kreme's Oreo Cookies and Kreme Doughnut for a limited-time only at participating shops in the United States. The Nutter Butter baked good is made with an Original Glazed Doughnut Twist that is dipped and drizzled in peanut-butter icing and topped with Nutter Butter cookie pieces. The Chips Ahoy version has a cookie dough cream-filled unglazed shell that is dipped in dark chocolate and topped with Chips Ahoy cookie pieces and a mini Chips Ahoy cookie.

5. Candyrific and Nickelodeon

candyrific nickelodeon paw patrol

Cross-brand initiatives are part of Candyrific’s DNA based on its ongoing novelty confection rollouts. The company is now a licensee of Nickelodeon, and it has debut a product line showcasing the characters from Nickelodeon and Spin Master Entertainment’s hit animated series “Paw Patrol.” Shipping in September are Paw Patrol Vending Machines, Paw Patrol Assorted Super Spinners and Paw Patrol Candy Dispensers. All three integrate "Paw Patrol" characters Marshall, Skye and Chase into the dispensers, machines and spinners.  

6. Tyson and Baileys

tyson bistro collection baileys brownie

Tyson Foods’ Bistro Collection Brand has rolled out three new on-trend Baileys Irish Creme-flavored desserts. Made with the liqueur brand, the desserts include Baileys Dark Chocolate Swirl Brownies, Baileys Cheesecake and Baileys Gourmet Cake, which combines three layers of European sponge cake soaked in Baileys Irish Cream and filled with a coffee-flavored mousse.

7. J&J Snack Foods and Mondelez

jj snack sour patch kids ice pops

This spring, J&J Snack Foods Corp. introduced Sour Patch Kids Ice Pops through a licensing agreement with Mondelez International. With a sweet frozen base and unique sour swirl, Sour Patch Kids Flavored Ice Pops are available in a variety pack with Blue Raspberry, Lemon, Lime, Orange and Redberry flavors.

8. Aptar Food and Cheer Pack

no spill pouch

Aptar Food + Beverage, a supplier of dispensing solutions for on-the-go drinks in the beverage market, and Cheer Pack North America, a maker of premade spouted pouches, are partnering to launch a No-Spill Spouted Pouch solution for the North America market. The “No-Spill” Spouted Pouch features Aptar’s SimpliSqueeze valve technology in the squeezable Cheer Pack spouted pouch. The combination creates an innovative and fun-to-use beverage package for applications such as juice, flavored water, drinkable yogurt and more.