Kellanova has forged numerous partnerships to introduce innovative product combinations across store shelves and menus. The company’s Global Licensing & Cultural Marketing team, Brand Marketers, and Away From Home business lead these collaborations with a unified goal: to engage the next generation of consumers.
“Choosing the right partners and developing new products involves a deep understanding of our brands, cultural trends, and consumer insights—it’s both a science and an art,” said David Lee, Kellanova’s Senior Director of Global Licensing & Cultural Marketing. “Our co-branded partnerships have thrived because they evoke a powerful emotional response and a deep connection with our consumers.”
Millennials and Gen Z are more inclined to explore new experiences, so Kellanova’s teams continually gather data from social media, market research, and artificial intelligence to identify trends and passions that drive brand partnerships.
For instance, Pringles® capitalized on a TikTok-driven trend of pairing caviar with crisps, leading to a collaboration with The Caviar Co. The limited-edition ‘Crisps and Caviar Collection’ included three kits, each featuring a collectible gold caviar keychain and two spoons to enjoy Original Pringles, Sour Cream & Onion, or Smoky BBQ flavors with The Caviar Co.’s Classic White Sturgeon Caviar and Smoked Trout Roe.
“We hinted at the collaboration during the 2023 Coachella House, transforming a social media trend into a tangible experience,” said Lee. “The pairing trend garnered over 10 billion TikTok views and 2 billion earned media impressions. Fans and retailers alike embraced this unique combination.”
Another notable collaboration was the Eggo Taco, created with Eggo® and Moe’s Southwest Grill®. This innovative menu item featured adobo chicken topped with bacon, shredded cheese, and chipotle ranch, all served in a fried Eggo waffle taco shell. The partnership generated over 100 million earned media impressions, and Moe’s Southwest Grill continues to work with Kellanova on a new menu item set to launch next month.
“Collaborating with restaurants and food service companies allows us to demonstrate that our snacks can transcend the bag and come to life on menus, offering a unique culinary experience,” said Michelle Barnes-Beauford, Kellanova’s Away From Home Commercial Strategy Director. “Our goal with partnerships like Eggo and Moe’s Southwest Grill, Pop-Tarts and Crumbl Cookies, and Cheez-It and Taco Bell is to bring brands together in surprising and delightful ways, always keeping the consumer at the center.”
Recent launches include Eggo Coffee, in collaboration with Two Rivers Coffee, and the Frosted Strawberry Pop-Tarts Bundtlet from Nothing Bundt Cakes. Be sure to try them while supplies last!
Stay tuned—Kellanova has more exciting partnerships in the snacks, restaurant, and food service sectors on the horizon.
