In the food and beverage industry, collaboration is essential for driving innovation and staying competitive. By partnering with other brands, companies can share expertise, expand their reach and enhance their offerings with fresh, inventive flavours and formats. From cookie-flavoured sodas to soda-inspired desserts, these creative partnerships are redefining traditional product lines and challenging expectations of taste and texture. FoodBev explores the latest collaborations that are capturing consumer interest and reshaping the landscape of the F&B market.

🥤 Coca-Cola and Oreo collaborate for limited-edition product launch in Canada 

Coca-Cola teamed up with Mondelēz International-owned Oreo last month to introduce two limited-edition products in Canada: Oreo x Coca-Cola Sandwich Cookie and Coca-Cola x Oreo Zero Sugar.

Oreo x Coca-Cola Sandwich Cookie features a red and black design with a chocolate Coca-Cola-flavoured Oreo wafer on one side and a red Golden Oreo wafer on the other. The cookies are filled with a creamy filling and popping candy, aiming to recreate the experience of drinking Coca-Cola.

Meanwhile, Coca-Cola x Oreo Zero Sugar offers the classic taste of Coca-Cola with hints of Oreo cookie flavour, providing a unique beverage experience.

Sarah Au, marketing director of cookies at Mondelēz Canada, said: "We are constantly working to excite our Canadian consumers with unique launches and surprising experiences. This time, we're taking it a step further by celebrating the newfound bestie bond that Oreo and Coca-Cola share, bringing a twist on two classics to our fanbases across the country."

🧁 Café Valley introduces 7Up-flavoured mini cupcakes 

Last month, US-based ready-to-eat bakery brand Café Valley expanded its partnership with Keurig Dr Pepper (KDP), with the launch of new mini cupcake flavours inspired by two of KDP's beverage brands.

The new cupcakes, available in 7Up and Crush Orange flavours, were crafted to tap into increasing demand for innovative flavours and convenient dessert options.

The 7Up mini cupcakes capture the drink’s original lemon-lime flavour in the sponge and are topped with creamy vanilla icing and finished with a dusting of crystal sprinkles in the brand’s signature yellow and green colours.

Crush Orange Flavored Soda mini cupcakes offer an orange soda-flavoured cake, topped with orange-coloured icing and orange crystal sprinkles.

🍩 Krispy Kreme and Dr Pepper collaborate on football-inspired doughnuts

In August, doughnut giant Krispy Kreme partnered with Dr Pepper to celebrate the upcoming football season in the US, with the launch of the Krispy Kreme x Dr Pepper Kickoff Collection.

The series features two new doughnuts inspired by the iconic flavours of Dr Pepper, alongside a seasonal favourite. The collection includes:

🍩 Dr Pepper Kickoff Doughnut: An Original Glazed doughnut filled with Dr Pepper-flavoured frosting, with a blend of burgundy sprinkles and topped with a white chocolate Dr Pepper logo.

🍩 Buttercreme Goals Doughnut: Another Original Glazed doughnut, this one dipped in green icing, decorated with colourful sprinkles and a yellow buttercreme goal post.

🍩 Kreme Filled Football Doughnut: An unglazed doughnut filled with white Kreme, coated in chocolate icing and designed to resemble a football.

This collaboration marks a significant intersection of two popular brands, aiming to capitalise on the synergy between sweet treats and football culture.

🔥 7Up unveils limited-edition barbecue condiment range

In June, soft drink brand 7Up unveiled an exclusive three-piece barbecue condiment range in the UK, developed in partnership with Twisted.

The collection draws inspiration from 7Up’s lemon and lime flavours. It includes a ‘Zesty Mayonnaise’, ‘Zingy Hot Sauce’ and ranch-style ‘Tangy Salad Dressing’. Each condiment, all of which are vegan-friendly, is designed to elevate UK summer barbecue occasions.

Karina Carrico, senior marketing lead for 7Up, said: “Our range features three standout products...perfect for adding a citrusy twist to any dish...to bring the heat to any meal...and to add a smooth and flavourful finish to any food, levelling up every meal”.

☕ Coffee Mate launches cohort of food- and beverage-inspired products 

Over the last year, Nestlé’s coffee creamer brand Coffee Mate has introduced a variety of on-trend, flavour fusion creamers.

Most recently, the brand unveiled its seasonal line-up including a Kit Kat-flavoured creamer made in partnership with confectioner Hershey, crafted to bring the popular chocolate bar to consumers’ cups, with an indulgent chocolate, wafer-forward flavour.

In July, Coffee Mate launched a new orange cream pop-flavoured Duo creamer, inspired by nostalgic childhood memories and popular TikTok trends. Leonardo Aizpuru, Nestlé's VP of brand marketing for the beverage division and business unit, said: “This limited-edition creamer is inspired by childhood summers – with every sip, the sweet and citrusy flavour of our orange cream pop-flavoured Duo creamer will evoke nostalgic memories of ice cream trucks and hot summer days.”

In March, the brand partnered with KDP’s soda brand Dr Pepper and introduced Dirty Soda Coconut Lime flavoured creamer, a limited-edition Dirty Soda creamer, designed specifically to accompany the Dr Pepper canned beverage.

Last year, Coffee Mate teamed up with Kellogg to launch a breakfast-inspired coffee creamer under the Coffee Mate and Eggo brands. Coffee Mate x Eggo's waffles with maple syrup-flavoured creamer features notes of ‘toasty’ waffles, rich maple syrup and butter.

🍯 Diageo, The Flava People partner on Baileys Caramel Sauce

In June, Diageo partnered with food innovation company The Flava People to create a new non-alcoholic Baileys Caramel Sauce targeting the foodservice and hospitality industries.

The sauce, which combines the signature Baileys flavour with smooth caramel, is positioned as a versatile ingredient that can be used to elevate a variety of sweet dishes and beverages throughout the year.

The Flava People, which has an established track record of developing innovative food products in partnership with major brands, says the sauce will allow foodservice operators to easily incorporate the popular Baileys brand into their menus.

Bubble tea bliss

The popularity of bubble tea – an iconic beverage that combines the refreshing qualities of a drink with the chewy texture of tapioca pearls – exemplifies this bridge between solids and liquids.

In August, Krispy Kreme tapped into the surging demand for bubble tea, with the launch of a new bubble tea-inspired Blueberry Bubble Bliss doughnut, topped with blueberry icing, lychee-flavoured frosting and a scattering of blueberry-flavoured bubbles.

Likewise, Hello Day's launch of Magico, a drink with jelly pieces, captures the essence of this emerging trend, blending the experience of a beverage with the satisfying bite of a snack. Describing it as a ‘combination of liquid and solid,’ Hello Day said the drink blends two contrasting sensations – biting and drinking, with springy nata de coco cubes dipped in a juice drink.

Flavour fusions lead the future of F&B

This fusion between food and beverage brands goes beyond novelty; it reflects a broader trend of experimentation and cross-category marketing that caters to adventurous palates and modern preferences.

As these hybrid offerings continue to captivate consumers worldwide, they raise intriguing questions about the future of the food and beverage industry. Are these novel concoctions fleeting fads, or do they signal a more permanent shift in how we perceive and consume our favourite treats and drinks?

The broader implications suggest a significant impact on consumer behaviour and marketing strategies, while also highlighting the industry's need for continuous innovation.

However, potential challenges such as market saturation and maintaining long-term appeal remain. As brands navigate this evolving landscape, they will need to balance novelty with sustainability to ensure their products resonate beyond the initial buzz.

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