Food brand collaborations 2.0: What manufacturers can learn from the latest pairings

When we first wrote about food brand collaborations five years ago, we showed how unlikely pairings – including Coca-Cola and Tic Tacs – could create buzz and even tackle challenges such asfood waste.

Since then, collabs have only gotten bigger, bolder and more creative. From kebab-flavoured chips to ice-cream-flavoured protein powder, food & beverage brands are proving that the right crossover can drive brand awareness and launch them into new markets.

Here’s a look at some of the latest and most inspiring examples:

Golden Gaytime x Macro Mike

How can an ice-cream brand appeal to health-conscious consumers? In late 2024, Unilever’s Golden Gaytime partnered with health and supplement brand Macro Mike to launch a limited-edition Almond Protein Powder. Gluten free, dairy free and packed with 23g of protein per serve, it cleverly bridges indulgence and wellness.

Tim Tam x Jatz

Tim Tam has proven once again there’s a flavour for everyone. Dubbed “the sweet and salty treat of every Aussie’s dreams”, Arnott’s released a Tim Tam inspired by Jatz crackers in April 2024. What began as an April Fools’ joke in 2023 turned into a real product, exclusive to Coles supermarkets.

Pringles x The Caviar Co.

In the USA, Pringles tapped into TikTok luxury culture with a gourmet Crisps and Caviar Collection in collaboration with The Caviar Company. The products themselves were not changed, but packaged together in a luxe kit complete with spoons and a collectible gold keychain. This both elevated Pringles and made caviar more playful and accessible. The campaign went viral, clocking up more than 10 billion views.

Oreo x Coca-Cola

Oreo is no stranger to bold collaborations (Sour Patch Kids, anyone?), but in 2014 they went double: Coca-Cola-flavoured Oreos and Oreo-flavoured Coca-Cola. To replicate the fizz, the biscuits even included popping candy.

Heinz × Absolut Vodka

In March 2023, Heinz partnered with Absolut Vodka to launch a limited-edition Tomato Vodka Pasta Sauce. Inspired by model Gigi Hadid’s viral TikTok recipe, the collaboration combined nostalgia, social trends and the heritage of both brands in one clever jar.

Walkers x German Doner Kebab

In an increasingly competitive snack market, you need to stay innovative. In August this year, Walkers crisps teamed up with restaurant chain GDK to launch two limited-edition flavours: Max GDK Chicken Kebab and Max GDK Beef Kebab. On-pack promotions sweetened the deal with a two-for-one kebab voucher, driving sales and awareness for both brands.

What manufacturers can learn

Food collaborations aren’t just about novelty; they work best when they tap into real consumer desires and cultural trends. Here are some takeaways for manufacturers:

• Cross categories: Pairing indulgence with health (Golden Gaytime x Macro Mike) or premium with everyday (Pringles x Caviar) expands your audience.
• Leverage nostalgia: Seasonal or heritage-inspired flavours (Tim Tam x Jatz) connect emotionally with consumers.
• Offer more than taste: Promotions and experiences (Walkers x GDK vouchers, Pringles and Caviar collectible kits) add extra value and extend brand engagement.

• Follow the buzz: Social media trends (such as Gigi Hadid’s vodka pasta) can be a springboard for product development, so pay attention to TikTok.
• Think limited edition: Scarcity drives urgency, PR buzz and trial, without giving you the long-term commitment.

Looking for more inspiration? Read how to unlock the secrets of successful brand partnerships for small businesses.