Marketing: 7 of the Food Industry’s Funniest April Fools’ Pranks

Last week, the natural food industry showed off its sense of humor as CPG brands took to social media to celebrate April Fools’ Day with eccentric new product launches.

While “pranking” consumers with announcements such as sichuan pepper spray, venture capitalist gut health shakes and bacon-scented dryer sheets, brands used the holiday posts as part of their respective marketing strategies to deepen their relationships with audiences over a shared joke or two.

Here are seven of this year’s best pranks we hope you didn’t fall for.

Fly By Jing

Sichuan chili sauce maker Fly By Jing unveiled what is perhaps its spiciest product yet: Sichuan Pepper Spray. According to the brand, the new product is a super strong concentrated aerosol spray “electrified with 800 volts of pure Sichuan pepper tingle” guaranteed to keep away “bad stuff” such as Voldemort, angry bears, the climate apocalypse and existential dread.

Bowlcut

Condiment brand Bowlcut took inspiration from all the generational trauma “that made you, you” to craft its new Your First Gen Tears sauce variety. The new addition joins the brand’s existing lineup of sauces, including Chili Crisp, Char Siu BBQ and Spicy Chili Crisp. The product will soon be available at “an auntie-run store near you.”

Supergut

Venture capital firm VAUBAN from Carta teamed up with gut-friendly food product brand Supergut to create Trust Your Gut Dry Powder. Specifically formulated for the unique gut biome conditions of VCs, the new gut health shake helps consumers gain an edge, boost deal flow, curb fed rate and increase carry. For everyday consumers, the functional food brand made its first foray out of the food space with the launch of its new all-natural, gut-healing and prebiotic-infused toilet paper.

DUDE Wipes

Flushable wipe maker Dude Wipes made its first foray into the food CPG category with the release of its Butt Blaster Coffee. Available in one blend at launch – Vintage Europoopin Roast – the coffee features extra fiber, prunes and hints of hot sauce. No information has been released on the caffeine content of the product, which has been labeled as a “100% laxative.” According to the brand, “the best part of waking up is Butt Blaster in Your Cup.”

Smithfield

For consumers that are tired of traditional, floral-scented laundry products, Smithfield Meats launched new Bacon Dryer Sheets. Not only do the dryer sheets leave laundry smelling like the breakfast food, the packaging also resembles a pack of bacon.

Goodles

In an April 1 Instagram post, better-for-you mac and cheese maker Goodles encouraged consumers to “pour one out for the names [the brand] left behind but will never forget.” The current varieties – Cheddy Mac, Shella Good, Vegan’ is Believin’, Twist My Parm, Mover and Shaker, Down the Hatch and Here Comes Truffle – were “almost” named Smack My Mac; What the Shell; No Whey, No Cow; Kiss My Asiago;Sneezy Cheesy; Hatch Me If You Can and Truff, Truff Pass, respectively.

Welch’s

Welch’s fruit snacks have been reformulated with a “zesty” new flavor surprise, ranch dressing. The sauce-filled, poppable snacks are crafted with buttermilk and veggies and will be available in a 6-pouch box.