Legacy brands are teaming up with digital megastars, Michelin-starred chefs are stepping into the functional food space and nostalgic favourites are getting bold seasonal twists.
Whether you’re snacking poolside, packing lunchboxes or fuelling a workout, there’s something new – and newsworthy – to discover.
The crossover between influence and indulgence has never been stronger.
MrBeast’s debut into the CPG world with Jack Link’s is set to reshape the meat snack aisle, while Good Culture and Baked by Melissa prove that cottage cheese belongs in cupcakes. Meanwhile, Popcorn Shed celebrates Pride Month with colour and purpose.
On the functional front, Barebells’ Cookies and Cream shake blends nostalgia with protein power, while Clif Builders and IQBAR redefine what it means to snack smart.
Jack Link’s x MrBeast Meat Snack Multipacks
Jack Link’s has partnered with global digital superstar MrBeast (Jimmy Donaldson) to launch a cobranded line of protein-packed meat snack multipacks.
The collab marks MrBeast’s first venture into the Consumer Packaged Goods space and is designed to appeal to younger snackers, especially Gen Z, Gen Alpha and their parents.
The Jack Link’s x MrBeast multipacks feature individually portioned beef jerky and meat sticks in fan-favourite flavours: ideal for school lunches, travel and protein snacking on the go.
“This is more than just a partnership – it’s about merging worlds,” said Jack Link’s CEO Troy Link. “Jimmy’s entrepreneurial spirit and dedication to his fans align perfectly with our values.” MrBeast echoed the enthusiasm, “I’ve been eating Jack Link’s since I can remember, so teaming up is a no-brainer.”
The products are hitting major retailers worldwide this summer.
Good Culture x Baked by Melissa Cottage Cookie Crunch Cupcake
From 9-13 June, US cupcake lovers can enjoy a limited edition treat that blends indulgence with better-for-you ingredients.
Good Culture, known for its clean-label dairy products, has teamed up with Baked by Melissa to create the Cottage Cookie Crunch Cupcake: a bite-sized dessert featuring Good Culture’s 4% Milkfat Classic Cottage Cheese baked directly into the base. The result is a rich, moist texture balanced by vanilla icing, chocolate chip cookie crumbles and a blue chocolate drizzle.
The protein-rich twist on the traditional cupcake will be available for just five days at all Baked by Melissa locations across the US and online. Brick-and-mortar shoppers will also receive a surprise gift with purchase while supplies last.
Goldfish Summer Multipacks & Costco Club Size Packs
Pepperidge Farm is making summer snacking easy and portable with the release of Goldfish Summer Multipacks and Costco Club Size Packs. The multipacks include the bold and beloved Flavor Blasted Xtra Cheddar crackers and are priced at $11.99 SRP. The 66oz Club Size packs comes in both classic Cheddar and Flavor Blasted Cheddar: perfect for big families, camps, or anyone prepping for long days in the sun.
The seasonal packaging and bulk sizes cater to the rise in snacking occasions during summer, especially for parents planning picnics or beach days. These products are limited edition and will only be available for the summer season from Costco and affiliated retailers like Target and Aldi.
Popcorn Shed Vanilla Rainbow Pride Popcorn
The British gourmet popcorn maker is popping with pride this June with vibrant Rainbow Vanilla Popcorn in honour of LGBTQ+ Pride Month.
Known for its bold flavours and imaginative packaging, Popcorn Shed is using its platform to celebrate love, inclusion and positivity with this colourful treat.
Made with natural flavours and premium ingredients, the Vanilla Rainbow Popcorn infuses freshly caramelised popcorn with bright colours and smooth vanilla. It’s available in three formats: Shed (80g, £4.50), Snack Pack (24g, £1.99), and Bulk Bag (500g, £18).
“We believe in celebrating love in all its forms,” said cofounder Laura Jackson. “This special flavour is our way of spreading joy during this important month. Plus, it’s made for sharing with family, partners and friends all around the world.”
Beyond the snack, Popcorn Shed is using its voice to support the LGBTQIA+ community, with part of the proceeds helping relevant causes. The Rainbow Shed is available online and at select gourmet food retailers throughout the UK.
Barebells Cookies and Cream Milkshake
The Swedish protein brand has launched its highly anticipated Cookies and Cream Milkshake in the UK. The shake is based on one of Barebells’ original and most popular protein bar flavours and contains 24g of protein, no added sugar and is lactose-free.
It combines vanilla cream notes with a touch of chocolate chip, offering a familiar yet upgraded flavour profile. Like other Barebells shakes, it’s perfect as a post-workout refuel, afternoon pick-me-up or guilt-free treat.
“This really is a dream come true,” said Joe Enright, marketing activation manager at Barebells. “We’ve taken that nostalgic experience – cookies and milk – and turned it into a creamy, drinkable protein shake.”
The Cookies and Cream Milkshake is available online and has a nationwide UK retail rollout underway.
Raise Snacks launches on Ocado
The UK nut and seed clusters maker has launched its complete range on Ocado, making healthy snacking more accessible to UK consumers. Each 35g snack pack is gluten-free, vegan, under 200 calories and loaded with protein, fibre and antioxidants. Retailing at £1.35 per pack, these snacks come in six flavours: Dark Chocolate & Sea Salt, Dark Chocolate & Orange, Maple Pecan, Caramel Sea Salt, and two new nut cluster varieties: Raspberry and Coconut & Almond.
“We are really excited to be launching our full product range into Ocado,” said founder Chester Robinson. “It’s now easier than ever for customers to choose better-for-you snacks that don’t compromise on taste.”
Raise aims to elevate snacking by combining indulgence and function. These clusters support energy, mood, and digestion – making them an ideal on-the-go option. Two flavours also meet HFSS compliance standards.
In addition to its health credentials, Raise donates 1% of every sale to Magic Breakfast, a nonprofit providing over 200,000 nutritious breakfasts daily to schoolchildren in need. Through Ocado, Raise continues its mission to fight hunger while delivering taste and nutrition.
Clif Builders unveils new innovations
The Mondelez-owned brand has expanded its high-protein snack lineup with the launch of three new bars: the Oreo-flavoured protein bar and two Reduced Sugar Crispy Bars.
The Oreo-flavoured bar delivers the iconic cookie taste with 20g of plant-based protein and gluten-free ingredients in a portable 2.4 oz format. It’s a gamechanger for Clif fans who want indulgence and nutrition in one bite.
Joining the portfolio are the new Reduced Sugar Crispy Bars, which offer a lighter texture and only 5g of sugar, with 16g of protein in each bar and no artificial sweeteners. Available in Almond Salted Caramel and Peanut Butter Chocolate, they’re made with real nuts and designed for those seeking lower-sugar, high-protein options that still satisfy cravings.
“We’re focused on delivering purposefully crafted, indulgent fuel,” said Saurabh Kaushik, director of Brand Marketing at Mondelēz. “These new products help consumers power through their day with no compromises.”
Available across the US for an RRP of $1.99-$2.19 per bar or $9.98 for a 6-bar pack.
IQBAR x Thomas Keller
In a groundbreaking collaboration, IQBAR has teamed up with Michelin-starred chef Thomas Keller to launch two products: the Salted Caramel Chip IQBAR and the Yuzu Mango IQMIX hydration stick. Known for its brain and body nutrition, IQBAR’s partnership with Keller brings culinary sophistication to functional snacking.
The Salted Caramel Chip IQBAR blends toasted macadamia nuts with rich caramel flavour, delivering 12g of plant-based protein and five brain nutrients, including magnesium, Lion’s mane, MCTs, flavonoids and vitamin E.
The Yuzu Mango IQMIX combines natural mango and real yuzu extract with magnesium L-threonate to support hydration and cognitive clarity. It’s a standout hydration solution for those with high-performance lifestyles.
“This partnership is particularly special,” said IQBAR founder Will Nitze. “Chef Keller is a true fan of our products. His culinary expertise elevates our commitment to clean, functional nutrition.”
Added Chef Keller, “Chefs are athletes. We need great nutrition to perform. IQBAR fuels me through fast-paced days with clean ingredients and great flavour.”
Both products are available online and on Amazon, priced at $29.99 per 12-bar box or 20-stick hydration envelope: 10% of proceeds support Ment’or, a nonprofit for aspiring chefs.
Baker & Baker Lemon Cheesecake Doughnut
The European bakery producer has introduced a premium double-filled lemon cheesecake doughnut under its Black Label brand in the UK – available through foodservice and wholesale channels until September.
The treat combines zesty lemon curd and smooth cheesecake filling, crowned with a yellow drizzle and white chocolate pieces atop a yoghurt icing. With no artificial colours, flavours or preservatives, it’s also vegetarian-friendly.
“We’ve introduced this product to help customers tap into the premium treat market,” said UK marketing manager Helen Sinclair. “Our research shows people are willing to spend more if the treat feels truly premium.”
It’s Baker & Baker’s third new launch in four months, following its Victoria muffin and salted caramel nut doughnut. This latest innovation captures consumer appetite for luxurious, Instagram-worthy desserts during warmer months.
The thaw-and-serve doughnut has a three-day shelf life when chilled or must be eaten the same day at room temperature. A marketing toolkit is available for retailers and foodservice clients.
