Marketing: Baked By Melissa Teams Up With SunChips

Famed New York City bakery brand Baked By Melissa is no stranger to unconventional collaborations. The cupcake maker’s mash-up with Frito-Lay brand SunChips is just the latest in a series of partnerships with popular savory brands.

Baked By Melissa is launching a trio of limited-edition cupcakes inspired by the snack brand’s offerings, including new Honey BBQ and best-selling Harvest Cheddar and Garden Salsa. All three varieties are available through August 11 in 12-packs at Baked By Melissa stores for $19 or in 25-count containers online for $37.

“Growing up, SunChips were always one of my favorite snacks—the iconic wave shape and the classic Harvest Cheddar and Garden Salsa flavors were staples for so many of us who grew up in the ’90s, so partnering with the brand was a natural fit,” founder and CEO Melissa Ben-Ishay told Nosh.

Like many of its recent partnerships, the baked dessert brand was approached by Frito-Lay for the co-branded launch. In the last 12 months, Baked by Melissa has partnered with pickle brand Claussen’s, Tabasco hot sauce, Cabot Creamery and Good Culture cottage cheese on sweet baked goods with a savory twist.

“We learned that our community loves to have fun with our collabs just like we do,” a Baked By Melissa spokesperson told Nosh. “We enter into each new partnership and product launch with unique goals. It’s essential that we set out to accomplish clear goals for our partner as well as our own business and that foundation drives each unique brand and product collaboration.”

Lentiful Launches Compostable Cups

Sustainability and convenience are two trends that remain in vogue these days. Microwaveable meal brand Lentiful is now hitting both buckets with its fully compostable, plastic-free lids and cups.

Founder Ben Bacon announced the packaging shift on LinkedIn, citing customer feedback about plastics in the brand and how microwaving might impact the packaging material. The 2023 Nosh Pitch Slam winner has been steadily expanding its retail footprint in the last year, adding Wegmans, Walmart and nationwide distribution in Whole Foods Market, among others. It also added a Mexican Green Chile and Homestyle Chili last year.

Sprinkles Partners With Patchology

Sprinkles has teamed with personal care brand Patchology to launch a pair of limited-edition, cupcake-inspired eye patches that are designed to soothe and hydrate the skin. Scents include Apple of My Eye, formulated with apple extract and sugarcane, and Eye Want S’More, infused with marshmallow root, cocoa butter and vanilla fruit extracts.

As part of the partnership, Sprinkles will offer its best-selling S’mores cupcake and a special-edition Candy Apple cupcake at its bakery locations nationwide.

“At Sprinkles, we’re always finding fun and unexpected ways to surprise and delight,” said Justin Murakami, president of Sprinkles, in a press release. “This partnership with Patchology is another exciting way we’re bringing that spirit of innovation to new spaces.”

Magnolia Bakery Gets Glossy

Another cult-favorite bakery is entering the beauty space. Magnolia Bakery partnered with Glossier to produce a lip balm inspired by its signature banana pudding. The collaboration – launching at Glossier and Sephora – brings together two iconic New York City brands and highlights one of Magnolia Bakery’s bestselling desserts; banana pudding represented more than 30% of its product mix last year, and the company is on track to sell more than 2 million cups across U.S. retail bakeries and third-party options this year.

The launch of Banana Pudding Balm Dotcom marks the latest in a string of partnerships featuring Magnolia Bakery, which previously teamed up with cannabis edibles brand incredibles to introduce infused chocolate bars.

Nutri-Grain’s ‘Not Sorry’ Campaign Taps Reality TV Stars

Nutri-Grain has tapped a trio of reality television personalities to star in its “Not Sorry” marketing campaign, building on the snack bar brand’s recent refresh and reformulation. The social-first video series features English sports presenter Chris Hughes, Cirie Fields of “Survivor” and Aesha Scott of “Below Deck” – all known for unapologetic behavior on-screen.

“Nutri-Grain gives you the kind of nutrition you never have to feel sorry for— and is delicious,” said Bryndl Fahey, senior brand manager at Kellanova, in a press release. “It’s the kind of snack you can feel great about choosing, which makes it a perfect fit for a campaign that’s all about celebrating the things we’re not sorry for. Partnering with bold, culturally relevant personalities felt like a natural way to bring that message to life.”

The brand has modified its recipes to add whole grains, vitamins and minerals, according to the company. The full lineup of upgraded bars is available nationwide.

Other Marketing News:

• Kraft Heinz has partnered with Live Nation as the Official Condiment and Official Mac & Cheese for select venues, beginning with Lollapalooza week. The food maker and live event promotion company will continue the partnership year-round across 80 venue spaces.
• Cleveland Kitchen launched its “Bite A Better Pickle” campaign this week, arguing that not all pickles are created equal.
• Sweetener brand Splenda is partnering with romance novelist Nicholas Sparks to launch limited-edition packaging featuring his latest release, Counting Miracles.