Collaborations have become a powerful tool for brands to cut through a crowded marketplace, create cultural moments and build deeper connections with shoppers.
Whether it’s leveraging celebrity star power, tapping into gaming or movie fandoms or partnering with legacy names in fashion or patisserie, co-branded products offer something that stands apart from routine NPD: emotional resonance.
Retailers and manufacturers alike are increasingly looking to partnerships as a high-impact innovation lever. Strategic collabs enable brands to expand reach into new demographics, revive legacy SKUs with fresh relevance and test creative boundaries without losing their core identity.
From impulse aisles to limited time drops, collaborative products spark consumer curiosity and drive social sharing: factors that are especially important in categories driven by indulgence, nostalgia or novelty.
This summer’s slate proves the format is still gaining steam. From Andy Murray’s nostalgic shortbread campaign and David Beckham’s honey-powered fruit snacks to Marvel’s Fantastic Four getting their own Pop-Tarts, these collabs speak to the power of cross-pollination between brand worlds.
Here’s a closer look at how these partnerships are shaping the landscape with marketing muscle, retail reach and long-tail consumer engagement.
Serving up legacy: Andy Murray x Walker’s Shortbread
Two Scottish icons – one on the court, one in the kitchen – are celebrating their global journeys with a campaign titled ‘A Wee Bit of Scotland that’s Come a Long Way’. Andy Murray has signed on as Walker’s first-ever brand ambassador in the company’s 127-year history. The collaboration debuts 30 June to coincide with Wimbledon, featuring a cinematic black-and-white advert that blends national pride with nostalgia.
The partnership will undoubtedly drive renewed interest in Walker’s signature buttery shortbread range, which continues to dominate in both gifting and everyday indulgence segments.
“I’ve been eating shortbread since I was a kid – my gran would make it all the time,” said Murray. “We even celebrated my Wimbledon win with shortbread. No matter where I am in the world, a piece of Walker’s Shortbread always transports me back home.”
From Bake Off to big retail: Nadiya Hussain x Finsbury Food Group
Great British Bake Off winner Nadiya Hussain brings her signature joy and flavour-first philosophy to supermarket shelves in partnership with Finsbury Food Group. Now available in over 300 Tesco stores, the range comprises Aromatic Spiced Banana Caramel Loaf; Spiced Cherry Bakewell Loaf; Bazillionaire Slice; Funfetti Slice; and Rainbow Celebration Cake. It’s a range built not just for birthdays and bake sales, but for midweek moments that need a lift.
“This range is a true extension of who Nadiya is – vibrant, generous and unafraid to have fun with flavours,” said Ian Downes of Start Licensing.
Hive minded: David Beckham’s BEEUP launches at Target
Beekeeping meets snack-time with BEEUP: a next-gen fruit snack brand co-founded by David Beckham and Shaun Neff.
“Beekeeping began as a hobby with my sons but quickly grew into a deep appreciation for honey as a powerful superfood,” said Beckham.
Drawing on honey’s natural energy and nutritional benefits, BEEUP’s debut range features three fruit-forward flavours: Very Berry, Tropical Mix and Sour Watermelon.
Formulated for kids and parents alike, each pack is non-GMO, free from synthetic dyes and bursting with real honey flavour. Sold in 10 pack boxes for $4.99 exclusively at Target, this is one collab where form, function and feel-good snacking all align.
Cookies with a soundtrack: Oreo x Selena Gomez
In one of the most tech-integrated collabs on the list, Selena’s Signature Oreo unlocks exclusive music content when scanned. Each limited edition pack gives fans access to a custom remix of ‘I Can’t Get Enough’ plus intimate behind-the-scenes footage of the pop star’s Oreo experience.
Far from a vanity play, the cookie delivers real value: a rich, indulgent profile with the added hook of multimedia engagement.
Fast-food hits the cracker aisle: Cheez-It x Wendy’s
Cheez-It is stacking boldness on boldness with the launch of Baconator Crackers, a bite-sized homage to Wendy’s cult-favourite burger. Packed with smoky Applewood bacon flavour and layered savoury notes, these crackers are engineered for crunch and craveability.
Available across the US in July, the snacks will be offered as part of an exclusive online bundle featuring a Frosty keychain and in-app discounts – a clever push across retail and QSR channels.
Strictly indulgent: Fox’s Fabulous Chocolatey x Craig Revel Horwood
With the premium biscuit category booming, Fox’s Fabulous Chocolatey has recruited Strictly star Craig Revel Horwood to front a campaign that makes indulgence feel like a necessity. The range, including the decadent Chocolatey Rounds, plays up texture, richness and that moment of satisfying pause consumers increasingly seek.
The campaign – aimed at boosting premium biscuit sales – encourages Brits to claim ‘me time with Fox’s indulgent Chocolatey Rounds and has already amassed 3M views.
“Darling, if you’re not treating yourself, then what are you doing!” quipped Horwood.
The collab cleverly underlines Fox’s position as a leader in everyday luxury, bridging the gap between mainstream and artisan.
Jewels you can eat: Jessica McCormack x Nicolas Rouzaud
Fine jewellery meets fine pâtisserie in Cerisier, a cherry blossom-themed dessert crafted by Mayfair jeweller Jessica McCormack and Connaught pâtissier Nicolas Rouzaud.
The pastry features almond sponge, sakura mousse, cherry confit and a glossy gel finish – all inspired by McCormack’s Fruit Salad collection.
Available at The Connaught in London until the end of cherry season, it retails at £17 to-go or £19 dine-in.
Je ne sais quoi: Bridor x Pierre Hermé
Bridor has expanded its haute pâtisserie partnership with Pierre Hermé to include two new standout Viennese pastries.
Raspberry Lychee Signature, inspired by Hermé’s iconic Ispahan recipe, is filled with almond paste and a delicate blend of lychee and tart raspberry.
Lemon Sensation combines Sicilian lemon juice, candied lemon and a crêpe dentelle topping for crisp contrast and citrus zing.
Both are designed for premium hospitality operators and made using PDO Charentes-Poitou butter and French wheat flour.
Superhero comeback: Pop-Tarts x Marvel’s Fantastic Four
To celebrate Marvel Studios’ Fantastic Four: First Steps, Pop-Tarts is resurrecting Frosted Blue Raspberry – a fan-favourite flavour not seen since 2019. Joining Frosted Strawberry, Brown Sugar Cinnamon and S’mores, each toaster pastry features exclusive superhero frosting designs.
Boxes have dropped in Walmart (RRP $3.89 for an 8-pack), with a Fandango movie reward on offer for shoppers who buy multiple packs.
Blue nostalgia: Popchips x The Smurfs
Better-for-you snacking goes pop culture with Popchips’ limited edition Smurfs bags, featuring tangy BBQ, classic Sea Salt and Sour Cream & Onion flavours wrapped in retro character artwork. The on-pack sweepstakes runs until 25 July, offering consumers a chance to win themed swag and the brand a chance to tap into the family movie market ahead of The Smurfs Movie premiere.
Savoury meets snackable: Jack Link’s x Doritos
One of the more unexpected entries this summer is Jack Link’s Doritos Cool Ranch Chicken Stick, which fuses the smoky, tangy chip flavour with a high-protein chicken base. Each 0.92oz stick packs 6g of protein and is tailored for impulse snacking, lunchboxes and grab-and-go retail across the US.
Kawaii for breakfast: A-Sha x Hello Kitty
Hello Kitty brings mochi magic to the morning routine with A-Sha’s Mochi Pancake Mix, now at Target in the US. Made with gluten-free rice flour, the mix comes in Original and Ube varieties and transforms into fluffy, chewy pancakes perfect for kids and Insta brunches.
Sweet heat: HelloFresh x Mike’s Hot Honey
Part of HelloFresh’s Camp Fresh menu, the S’mores on Fire Bundle reimagines the campfire classic with sweet-and-spicy twists. The kit includes everything needed to build Hot Honey S’mores Nachos and Fire & Iced Hot Chocolate, complete with graham cracker rims, pretzel toppers and Mike’s Hot Honey drizzles.
Also included: two steel mugs, a cocktail shaker and a hot pad, making it the full camp nostalgia package.
East Midlands magic: Birds Bakery x Bluebell Dairy Farm
Two Derbyshire icons unite in a sweet summer collab. Birds Bakery is exclusively stocking Caramel Doughnut and Zesty Lemon Tart ice cream flavours created by Bluebell Dairy Farm.
“This isn’t just a sweet treat – it’s a meaningful partnership,” said Rosemary Brown, director at Bluebell Dairy.
A summer competition (running until 4 July) invites fans to share their ice cream moments on social for a chance to win local prizes.
Fuel for the game: Respawn by Razer x Mars
What began as an April Fool’s joke is now a full-fledged snack platform for gamers. Gaming lifestyle giant Razer and Mars have formalised their partnership into Respawn by Razer – a gamer-first line of gum and mints designed to power play.
Available in the US and China, Respawn’s mints and gum deliver bold, energy-driven flavours and are infused with B vitamins and green tea extract.
