From Doritos’ gamechanging square chips for its Minecraft Movie tie-in to KIND embracing Gen Z’s self-care obsession – bed rotting – brands are pushing boundaries to connect with modern snackers. Kellanova is leading the charge with over 15 edgy new snacks, while Higgidy’s Caribbean-inspired pie with Judi Love packs cultural heat into comfort food.
Add Post Malone’s swirled-crème OREO and Ferrero’s Nutella Dispenser giveaway, and it’s clear: brands are throwing down with epic innovations and unforgettable experiences.
2025’s snack lineup isn’t just good – it’s unstoppable.
Doritos goes square for Minecraft Movie
Doritos is breaking tradition, transforming its iconic triangular chips into squares to celebrate its partnership with the upcoming A Minecraft Movie, hitting cinemas on 4 April. This limited-time collaboration offers exciting new flavours, an on-pack promotion, and a chance to win big.
Doritos is rolling out 100 exclusive packs featuring square-shaped chips within its Chilli Heatwave 180g A Minecraft Movie packs. Lucky snackers who discover a square chip can win up to £10,000.
The fun doesn’t stop there. A digital on-pack promotion across the Doritos core range (Chilli Heatwave, Cool Original, and Tangy Cheese) invites shoppers to scan a QR code and enter pack codes for a chance to win cash, movie tickets, and Minecraft merch.
Launching alongside the promotion are two new limited edition flavours in themed 180g packs:
- The Creeper Vinegar – A zesty salt-and-vinegar-inspired twist.
- The Ghast BBQ – A sweet, tangy BBQ flavour.
Both are inspired by Minecraft characters and cater to growing consumer flavour trends.
“This collaboration gives us the opportunity to generate a buzz and growth for the category by being part of one of the biggest cultural entertainment moments of this year,” said Alex Nicholas, senior marketing manager, Doritos.
“Our ‘shape of things to come’ advertising campaign teased the launch of square Doritos and has already got shoppers talking, so we know that the rare square Doritos, the digital on-pack promotion and the iconic limited edition pack designs of our new flavours will delight both A Minecraft Movie and Doritos fans alike.”
The square Doritos packs hit stores between 28 February and 10 March, while the digital promo runs from 17 February to 13 April.
Kellanova unveils gamechanging snack for 2025
Kellanova Away From Home is shaking up the snack game with a bold lineup of 15+ new products for 2025, offering exciting experiences across the sweet and salty spectrum. The SKUs are designed to help convenience and foodservice retailers stay ahead of trends while pushing the boundaries with ‘insanely accurate flavours and gamechanging textures’.
According to recent data, 62% of consumers seek indulgent and fun snacks, while 75% enjoy snacking during special moments. Kellanova’s new offerings hit the sweet spot, ensuring retailers can meet these evolving preferences.
The 2025 snack lineup is rolling out in convenience stores and foodservice channels nationwide and includes:
Pringles:
- Pringles Mingles: Light, crispy chips with a melt-in-your-mouth centre, available in Cheddar & Sour Cream and Sharp White Cheddar & Ranch (RRP: $2.79)
- Pringles x Hot Ones: Fiery flavours: Los Calientes Rojo and Los Calientes Verdes ($4.19)
- Chili Cheese Fries: Packed with bold chili and nacho cheese flavour ($4.19)
- Everything Bagel: A bagel-inspired snack, no schmear required ($4.19)
- Hot Honey: A perfect spicy-sweet balance ($4.19)
Cheez-It:
- Extra Crunchy Bold Cheddar: With 100% real cheese amplified ($2.09)
- Snap’d Sharp White Cheddar: Irresistible snap & crunch ($2.79)
- Smoked Cheddar: No smoker needed ($2.09)
Rice Krispies Treats:
- Homestyle Chocolatey Chip, Mega Size Salted Caramel, and Chocolatey Peanut Butter take Rice Krispies to the next level ($2.09)
Pop-Tarts:
- Crunchy Poppers: Bite-sized Pop-Tarts in Frosted Strawberry and Frosted Brownie variants ($2.69)
- Strawberry Milkshake: With rainbow sprinkles ($1.49)
Nutri-Grain Power-Fulls: Soft-baked oat bites with 10g of protein and whole grains, available in Strawberry & Chocolate Chip ($2.79).
“As a powerhouse leader in snacking, Kellanova is dedicated to helping retailers and operators drive growth through innovation, especially in markets that are facing traffic declines and need enticing product portfolios to interest their consumers,” said Lisa Favia, senior director of Commercial Strategy.
“Our new snack lineup for 2025 brings a taste of the future with unmatched innovation across all snacking occasions. These new products enable retailers, and operators, to meet consumer demand and maintain their competitive edge in the evolving snack landscape.”
Brakes casts a sweet spell with Enchanted Bakery
The UK foodservice wholesaler has unveiled its Enchanted Bakery range, a premium collection of handmade tray cakes crafted to deliver a superior taste and presentation experience.
Responding to demand for high-quality cakes in the foodservice sector, the Enchanted Bakery brand was created to provide a complete cake solution for businesses looking to elevate their dessert offerings. With its motto to ‘bring happiness to the world, one slice at a time’, the range guarantees a magical, indulgent experience.
The initial launch features six SKUs, including Triple Chocolate Fudge Cake; Strawberry Victoria Sponge; Banana Caramel & Malt Cake; Dragonfruit & Lime Cake; Carrot & Orange Cake; and Sticky Rum & Raisin Cake.
Each cake is delivered frozen, pre-cut into 18 portions, ensuring convenience and reduced waste.
“Our new range of tray cakes delivers a second-to-none eating experience. It’s the best combination - a great looking cake that also tastes amazing,” said Paul Nieduszynski, CEO of Sysco GB, parent company of Brakes.
“We’re confident this new range will become a fixture for customers looking to drive excitement and delivers a slice of happiness to their consumers.”
Post Malone x OREO: A cool cookie collab
The Mondelez-owned brand has teamed up with music superstar Post Malone to drop a cookie that Posty himself calls ‘the best OREO ever’. The Limited Edition Post Malone OREO Cookies feature a first-of-its-kind swirled crème combining salted caramel and shortbread flavour, sandwiched between a classic chocolate cookie and a golden cookie.
Adding to the excitement, each pack contains one of nine cookie embossments designed by Post Malone, inspired by his world and music. Plus, fans will find a handwritten note from Posty on the pack.
“Can’t believe they let me make my own OREO cookie,” said Posty. “It’s the first time OREO has ever twisted the crème, and they named it after me.”
OREO is also inviting fans to create their own flavour with the Taste Twist Digital Experience. Throughout February and March, fans can input their musical vibes and preferences to unlock a custom OREO flavour combo – and even enter to win their creation or exclusive Post Malone swag.
The Post Malone OREO cookies will be available in stores across the US from 3 February, while stocks last.
Fun facts
• OREO has been crowned America’s Favourite Cookie but is also available in more than 100 countries around the globe.
• Over 60 billion OREO cookies are sold each year with more than 20 billion of those cookies sold in the US annually.
• An estimated 500 billion OREO cookies have been sold since the biscuit was developed in 1912.
KIND embraces ‘bed rotting’ trend with snacks and self-care kits
KIND Snacks is kicking off 2025 with a message of empowerment: you don’t have to choose between what’s ‘good’ and ‘good for you’.
Partnering with Bravo’s Summer House stars Ciara Miller and Amanda Batula, the brand is celebrating Gen Z’s favourite self-care trend – bed rotting – the art of lying in bed to recharge from life’s chaos.
Ciara Miller shared, “Bed rotting is my favourited self-care ritual, and teaming up with KIND brings all the feel-good vibes.” Amanda Batula added, “Nothing beats unwinding with a KIND bar and a moment to reset.”
To embrace the movement, KIND has launched the KINDest Bed Rotting Experience Sweepstakes, offering fans in select US states (CT, NJ, NY and PA), the chance to win a luxurious one-night hotel stay complete with bed rotting essentials, including KIND Snacks.
For the ultimate at-home experience, KIND is introducing the KINDest Bed Rotting Essentials Kit, priced at $39.99 on TikTok Shop. The limited edition kit features a cozy two-person hoodie with snack-sized pockets, perfectly fitting KIND’s Dark Chocolate Nuts and Sea Salt Bars and KIND ZEROg Added Sugar Caramel Almond and Sea Salt Bars.
“Although KIND delivers All Kinds of Good to our consumers year-round, we know there’s a lot of discussion around what is good vs. good for you this time of year,” said Osher Hoberman, chief marketing officer.
“Whether it be snacking or bed rotting, we’re delighted to offer options that are both good and good for you – for on the go or when taking a pause for self-care.”
Catch up with Ciara and Amanda when Summer House season nine premieres on 12 February on Bravo; streaming next day on Peacock.
Celebrate World Nutella Day with an all-new Nutella Manual Dispenser
Ferrero Foodservice is inviting UK bakers, chefs and foodservice operators to join the celebration on 5 February with an exciting opportunity to win the radical gadget
Designed in Nutella’s iconic branding, the manual dispenser is a gamechanger, making it easier to top and fill baked goods while ensuring perfect portioning and reducing waste. This exclusive tool is perfect for taking your Nutella offerings to the next level.
To enter, head over to Ferrero’s World Nutella Day site. One lucky winner will receive the dispenser, while three runners-up will win a Nutella-branded blackboard to showcase menu specials.
Operators can also request free Nutella POS kits, comprising branded takeaway cups and aprons to promote your love for the nation’s favourite spread.
“We know that a lot of consumers are influenced by brands on menus, and quality remains important to consumers when choosing to eat out of home,” said Zareen Deboo, foodservice shopper activation manager.
“With our POS kits, you can take advantage of Nutella’s brand power on your menu to help drive sales.”
Higgidy x Judi Love serve up Caribbean-inspired pie
Higgidy has teamed up with comedian and presenter Judi Love to create a bold new limited-edition pie. Combining Judi’s Caribbean heritage with Higgidy’s culinary expertise, the Braised Beef and Butter Bean Pie features rich beef gravy, butter beans, and a spicy kick of Scotch bonnet pepper.
The collaboration began last autumn when the celeb joined the Higgidy team for a day of cooking and tasting. Together, they crafted the 200g pie, blending comforting flavours with a signature ‘Judi kick’.
“I’ve loved working with Higgidy over the past two years,” said Love. “I hope my and Higgidy’s fans will love the recipe as much as I do. It’s comforting, moreish, and brings a bit of heat.”
The pie is available exclusively at Sainsbury’s until 8 April, retailing at £3.75.