Marketing: Impossible Foods Partners with Madison Square Garden; Pop-Tarts Sacrifices Edible Mascot

Impossible Partners with Madison Square Garden

Plant-based protein purveyor Impossible Foods has entered a multi-year partnership with Madison Square Garden Entertainment Corp., becoming the official plant-based burger partner of Madison Square Garden, the New York Knicks and the New York Rangers.

As part of the deal, MSG will open a dedicated concession stand, dubbed the Impossible Grille, on the sixth-floor concourse. The menu includes a variety of plant-based dishes, including Impossible Double Stack Smashburger, Impossible Banh Mi Hot Dog, Orange Impossible Chicken Bowl, Impossible Steak Quesadilla and Loaded Impossible Chopped Cheese Fries.

Additionally, select Impossible Foods products will be available at other concession stands and premium hospitality areas throughout the arena.

“This partnership with Impossible Foods represents another step in diversifying our culinary offerings for guests. Adding [the brand’s] celebrated plant-based options reflects our commitment to meeting evolving dietary preferences while maintaining the standards our fans expect when they come to events at The Garden,” said Doug Jossem, EVP of global sports and entertainment partnerships at MSG Entertainment, in a press release.

Pop-Tarts Sacrifices Edible Mascot

Pop-Tarts is taking its “edible mascot” tradition beyond the Pop-Tarts bowl by bringing it directly to fans in Pittsburgh.

The Protein Slammin’ Strawberry mascot has been on a journey to “go pro” – training with professional athletes like New York Giants running back Cam Skattebo and popping up at major events like the 2026 ASICS Los Angeles Marathon – but its story is coming to a close, as it will be eaten by fans as part of Pop-Tarts’ over-the-top ritual.

The “sacrifice” will take place on April 24 at Nova Place, where fans can gather for photos, activities and the main spectacle: the mascot’s ascension into what Pop-Tarts calls “Mouth Heaven.”

“Over the past three seasons, the Edible Mascot sacrifice has become a cultural phenomenon our fans look forward to every year. Now, we’re giving them the chance to take a bit of the action as the Pop-Tarts Slammin’ Strawberry mascot’s journey – from Pop-Tarts Bowl to ‘going pro’ – comes to an end,” said Leslie Serro, VP of marketing for Pop-Tarts, in a statement.

Lay’s Launches Limited-Edition Global Flavors for FIFA World Cup

Just in time for the FIFA World Cup 2026, Lay’s – an official sponsor of the championship – is introducing 40 limited-edition potato chip flavors inspired by global cuisine across North America, South America, Europe, Africa and Asia.

The collection includes Argentinian-Style Chimichurri, Brazilian-Style Garlic Sauce and Wavy French Onion Soup, which will be available at U.S. retailers and on TikTok Shop beginning in May. Outside of the U.S., the potato chip brand will introduce Argentinian Asado/Steak, Canadian Maple Caramel, English Bangers and Mash, Mexican Tacos and Portuguese Chorizo and Onion varieties.

Other marketing news from across the industry:

• Riviana Foods’ Minute Rice brand is tapping into the growing popularity of rice bowls as a customizable, personality-driven food trend with the launch of its “Bowl Head” campaign. The ad spot centers on quirky characters with bowl-shaped haircuts that reflect their obsession with rice bowls.

• Grain-free, high-protein cereal brand Three Wishes has unveiled a fresh new look, starting with its Cinnamon Cereal, now rolling out to Costco.
• Archer Meat Snacks is traveling to a galaxy far, far away through a new partnership with the upcoming film “Star Wars: The Mandalorian and Grogu.” The campaign includes film-themed, co-branded packaging across three of the brand’s best-selling products.