Eclipse Foods, Small Axe Peppers and Fresh Cravings Increase Brand Awareness Through New Partnerships

Eclipse Partners with Smashburger to Launch Dairy-Free Shakes

Fast casual restaurant chain Smashburger teamed up with plant-based dairy product producer Eclipse Foods to launch the chain’s first dairy-free menu item, plant-based shakes.

Available in six flavors– Vanilla, Chocolate, Strawberry, Peanut Butter, Tangerine Dream and Oreo – the new menu item utilizes Eclipse’s plant-based ice cream, which is made using a proprietary production platform that replicates micelles found in dairy milk. According to the brand, its plant-based ice cream is on par with its dairy counterpart in terms of taste and texture, as well as fat, sugar and protein content.

“This partnership marks an incredible milestone in advancing the plant-based movement and signals Smashburger’s confidence in Eclipse as the plant-based dairy brand that mainstream consumers will crave,” said Alyson Steinhart, co-founder and CEO of Eclipse, in a press release. “Our shakes perfectly mimic the delicious taste and texture of traditional dairy milkshakes, and require no flavor sacrifice from consumers.”

To formulate Smashburger’s first-ever plant-based offering, corporate chef Ty Goerke worked with Eclipse co-founders Steinhart and chef Thomas Bowman. Founded in 2019, Eclipse Foods aims to “create a more sustainable, healthy, and ethical food system,” according to the release.

The partnership between Eclipse and Smashburger comes as consumer demand for alt-dairy and plant-based products swells. According to data from GFI, the total number of households purchasing plant-based foods in the U.S. rose from 60.7% in 2020 to 61.5% in 2021.

“As part of our commitment and passion to deliver high caliber products with quality ingredients, we knew Eclipse was the best partner for us to develop the brand’s first dairy-free menu offerings. This felt like a natural step in Smashburger’s journey to offer more diverse and plant-based options for our guests,” said Smashburger president, Carl Bachmann, in a statement.

Smashburger’s new plant-based, non-dairy treats are available for purchase in all chain locations nationwide. Customers can also order the shakes for take-out or delivery through the Smashburger app or for delivery on Doordash and Postmates.

Small Axe Peppers Hits Takes Center Stage at Forest Hills Stadium

New York mission-based hot sauce company Small Axe Peppers has taken center stage at Forest Hills Stadium after being named the official hot sauce “in residence” during the live music venue’s 2022 season.

As part of the collaboration, Small Axe and Forest Hills Stadium launched an onsite community garden featuring pepper seeds donated by the hot sauce brand for its Queen’s 7 and The Bronx varieties. According to a press release, the partnership blossomed from a shared mission to give back to local communities.

“Small Axe Peppers was formed to connect people with community gardens. Every one of the community garden partners has a unique story to tell and it is our job to bring them to you,” said John A. Crotty, co-founder of Small Axe Peppers, in the release. “Collaborating with Forest Hills Stadium provides us with an even bigger format to tell this story.”

The Bronx Hot Sauce launched in 2014 after Small Axe Peppers donated serrano pepper seedlings to five community gardens in the Bronx to connect residents to their community. According to Crotty, the hot sauce brand bought more than 11,000 pounds of peppers from 56 different community garden partners across 36 cities in 2021.

Through the duration of the 2022 concert season, concertgoers can experience Small Axe Peppers throughout the stadium and learn more about the company’s goal to create greener cities and provide fresh food to underserved communities.

Fresh Cravings Introduces New Family-Sized Hummus at Walmart

Family-owned snacking brand Fresh Cravings announced the launch of its first family-sized 17 oz. hummus containers. Available in four flavors – Roasted Red Pepper, Honey Jalapeño, Classic and Roasted Garlic – the new format accompanies Fresh Craving’s original 10 oz. tubs.

“Our hope is that this new, larger size will make it easier for families to ‘Crave Goodness,’ and enjoy more of Fresh Cravings’ most beloved hummus flavors, together,” said Jay Whitney, chief marketing officer at FoodStory Brands, in a statement. “We are thrilled to launch this new family-sized option at Walmart – from our family to yours.”

The announcement comes on the heels of Fresh Craving’s rollout of new packaging and new hummus flavors in March, which added Everything Bagel, Honey Jalapeño and Spicy Red Pepper to the lineup. According to Mintel’s 2022 Dips and Savory Spreads report, 31% of Americans purchased hummus in the past six months and consumers are more likely to perceive hummus as healthier than other dips.

The new Fresh Cravings 17 oz. hummus containers are now available at Walmart and other select retailers nationwide.