From high-flying snack bars to horchata-inspired cookies, this season’s new product drops are coming in hot.
Brands are blending bold flavours, smart collabs and playful packaging to grab attention in a crowded market.
Whether it’s DOOM-fuelled gelato bites, cinnamon-packed scoops or surprise-filled Oreo’s, these product drops prove innovation is alive and well in the snack aisle.
Here’s what’s new, what’s next and what’s making noise.
Snacking at 30,000 feet gets a heart
The Cookie Department has taken its Buy a Bar, Give a Bar mission to the skies with United Airlines, offering First Class passengers complimentary functional snack bars. For every bar enjoyed onboard, one is donated to help fight food insecurity across the US.
Flavours include Comforting Apple Cinnamon, Wholesome Oatmeal Chocolate Chip, Zesty Blueberry Pomegranate and Off-the-Vine Strawberry.
“United Airlines was the perfect partner to introduce the world to our cookies and bars, as well as our mission,” said Andy Sheldon, cofounder, president and CEO. “We are dedicated to creating exceptional products like Buy a Bar, Give a Bar, which aligns perfectly with United Airlines’ mission to provide the finest passenger experience.”
Dessert duel for schools and seniors
Premier Foods has launched the Unleash Your Imagination competition, inviting entries from school chefs and care homes until 13 June. Schools are invited to craft adventurous desserts with McDougalls Jelly or Angel Delight, while care homes are encouraged to facilitate storytelling sessions and submit their residents’ favourite memories.
Winning entries will receive a Premier-hosted afternoon tea in July, with resources available on the Premier Foods Foodservice site.
“Bringing storytelling sessions into care settings is a powerful way to spark conversation and connection amongst residents,” said James Clear, hospitality director at Aria Care. “I encourage care home teams to get involved in Premier Foods’ storytelling competition – it’s the perfect opportunity to celebrate cherished memories and bring smiles to people’s faces.”
So Delicious takes over Lollapalooza
So Delicious Dairy Free’s Dairy Free Your Mind campaign is turning up the flavour (and cooling things down) at Lollapalooza running from 31 July to 3 August. Festivalgoers can explore The Pint of No Return: a walk-in cooler of frozen novelties, an immersive photo zone and a soundtrack to match.
A sweepstakes running until 29 June gives fans the chance to win VIP tickets, flights and accommodation.
“So Delicious wants everyone to know you don’t have to sacrifice taste when eating dairy-free,” said Virginia Kelly, VP, Plant-Based Foods for Danone North America. “While we’ve introduced a fresh new look, our 30+ years of expertise mean the dairy-free options we create are as delicious as ever.”
170 years of biscuit bliss
Hill Biscuits celebrates its whopping milestone with limited edition packaging for its Custard Creams and Bourbon Fingers; museum exhibitions; staff charity runs; and afternoon teas. The festivities culminate in a tribute to traditional Victorian recipes still baked today in Manchester.
Expect biscuit donations to local causes on National Biscuit Day (29 May) and a running celebration through September 2025.
“Reaching 170 years is a tremendous achievement,” said commercial director Tracey Meadows. “It’s a testament to the dedication of our team, the loyalty of our customers and the enduring appeal of a good biscuit.”
Mars and Avolta rethink the checkout
Mars Wrigley International Travel Retail (MWITF) and Avolta have reimagined the checkout zone at Athens International Airport with a shopper-centric Transaction Zone. Launched in May, the concept blends impulse categories like snacks, confectionery and beverages with clear visual cues such as ‘Don’t forget’ and ‘Have a treat’.
This pilot is part of a planned global rollout.
“With our Transaction Zone strategy, we are not just putting products in front of shoppers, we are creating an environment that naturally attracts more shoppers and drives higher basket spend through thoughtful layout, smart design and relevant offerings,” said An De Volder, marketing director at MWITR. “If executed well, we can really help travel retailers turn their existing check-out zone into a significant revenue generator.”
Cheez-It drops the Snap’d Back Bag
Cheez-It Snap’d has partnered with Phaedra Parks to release a limited edition Snap’d Back Bag, available from 25 May for $16 with free shipping at CheezIt.com. Styled in signature Cheez-It red and gold, it’s a dramatic roll-top snack tote inspired by Parks’ iconic sass.
Each bag is designed to pair with a packet of Cheez-It Snap’d chips.
“In my world, a snap back is more than a comeback – it’s a lifestyle,” said Parks. “Teaming up with Cheez-It Snap’d to create this over-the-top bag? It’s giving drama, it’s giving delicious, it’s giving diva.”
A cookie collab for the ages
Selena Gomez and Oreo have co-created Chocolate & Cinnamon Flavored Oreos, inspired by her love for horchata. The cookies will be available via presale from 2 June and in stores from 9 June, with select packs including her signature – the first autographed Oreo ever made.
Proceeds support the Rare Impact Fund, which promotes youth mental health.
“These authentically Selena Oreo cookies serve as yet another way for Selenators to strengthen their bond, show their support, and engage with her music,” said the company.
Doughlicious unleashes DOOM
In a high stakes collab with Xbox and Bethesda, Doughlicious has launched DOOM: The Dark Ages Cookie Dough & Gelato Bites shaped like the DOOM Slayer’s medieval flail. The indulgent frozen bites go on sale 27 May via the brand’s TikTok Shop, bundled with Xbox Game Pass access and prize draws.
Lucky winners can score DOOM-themed controllers and wraps worth up to £200.
“It’s been excellent to see how our brand can execute these impactful collaborations with varied audiences,” said Doughlicious founder Kathryn Bricken. “It was a clear ‘yes’ from us – it’s an honour for us to participate in such a hotly anticipated game launch.”
Cinnamon Social meets Italian gelato
Ole & Steen and Badiani have created Cinnamon Social Gelato. The indulgent swirl combines Danish pastry and slow-churned Italian gelato, available at 14 bakery locations across London and the South East.
Download the Ole & Steen app before 30 June to score a free scoop voucher.
“This collaboration is all about celebrating craftsmanship, creativity and joy,” said Rachael McInnis, food & beverage innovation manager at Ole & Steen. “Badiani’s iconic gelato meets the comforting flavours of our beloved Cinnamon Social in a way that feels both nostalgic and completely new.”
Bear’s dino sleepover returns
Bear Snacks’ hit collab with the Natural History Museum is back with refreshed packaging and interactive BEARilliant Beasts-themed content. Running until 31 July, the onpack promotion offers 12 families a chance to win sleepover tickets to the Dino Snores for Kids events on 20 June, 18 July and 22 August.
Four VIP winners will receive bonus perks like cooked breakfast and animal-handling sessions.
“This year’s activation brings our Wildly Irresistible campaign to life in a fun and engaging way,” said Jo Agnew, MD of Natural Foods UK. “With pop-up appearances from Bear’s new mascot and interactive scavenger hunts, it’s a campaign rooted in discovery - and powered by play.”
