Consumers’ yearning for comfort foods, which has grown noticeably over the the past year, may be one of the factors behind a sharp rise recently in the co-mingling of food and entertainment brands. Many of these pairings are limited edition promotional plays, such as between Pringles and Microsoft’s Halo.

But others may linger after the pandemic wanes such as Danone’s International Delights pairing with Fruity and Cocoa Pebbles for coffee creamers as part of a sweet celebration marking the 50th anniversary of Post Holdings’ launch of Flintstones-themed cereal. Some also are a nod to the recent rise in popularity of shelf-stable products.

Leave Them Wanting Moa
“We had to create a flavor that would deliver on a taste [Halo] fans could previously only imagine — the famous ‘Moa Burger,’” which is available  in garlic, sweet ginger and savory beef flavored crisps, says Gareth Maguire, Senior Director of Marketing for Pringles. “While Moa Burger has a flavor that appeals to everyone, we expect this to be enjoyed — and maybe even collected — by Halo fans.”

Here’s a taste of some of other CPG collaborations:

• As predictable as spring, Just Born’s Peeps brand launched a string of Easter-themed promotions, including a limited time Peeps-flavored latte at 7-Eleven, which is also home to the company’s year-round candy. Also launching recently were Kellogg’s Peeps cereal and Crocs Bunny Jibbitz. But the most notable collab drew as much attention for what it wasn’t called as for the particulars of the branding elements.
• Organic food supplier Tessemae’s is working with the family of late Grateful Dead front man Jerry Garcia, building out a brand licensing business that already has a foothold in ice cream, apparel and other products. The Cosmic Jerry Sauce, sold exclusively at Whole Foods Market, is a spicy-sweet sauce that’s made with organic ingredients. Also available are shelf-stable products such ketchup, honey mustard and ranch salad dressings.
  “It’s a creative approach to pantry staple sauce that leans into one of our predicted food trends for 2021,” says Christina Pearson, Global Category Manager at Whole Foods.
• Serendipity Brands is readying a collection of ice creams with Warner Bros. properties, starting with “Friends” brand Central Perk Almond Fudge that’s named after the coffee café that’s a key series locale. That will be followed by “The Goonies” chocolate ice cream with marshmallows and almonds, “Caddy Shack” Gopher Trax (vanilla ice cream with peanut butter cups and salted Carmel swirl); and “A Christmas Story” Oh Fudge! Peppermint Cookie Fudge Sundae that, quite logically, will launch late this year.
• Sesame Street returned to the cereal market after a five-year absence – its four-year deal with Post Holdings expired in 2016 – with General Mills. The cereals, which launched in grocery stores in late 2020 are available in berry (number-shaped pieces) and cinnamon (letter-shaped pieces) flavors. The back of each box opens like a book and includes a short story with Elmo in English and Spanish that follows Elmo in counting and recognizing shapes and letters. Sesame’s ties to the cereal business date back to Kellogg’s products in the late 1990s.