Strawberries, smoky sauces and snacks that vacuum your car – this summer’s lineup of limited edition launches is anything but ordinary.
Timed to major cultural moments like Wimbledon, Bastille Day and the Fourth of July, brands are leaning into flavour, fun and fleeting availability to capture attention.
Whether it’s sipping free coffee in Parisian stripes at Paul Bakery, building custom Goldfish mixes while your car gets sudsed up or testing the heat of Heinz’s chipotle remix, these campaigns prove there’s no such thing as a small snack moment anymore.
Each drop is laser-focused on the calendar, turning everyday products into event-centred must-haves.
This is your roadmap to the season’s best bites, giveaways and can’t-miss activations. They’re fast, fun and incredibly flavourful but only if you catch them before the curtain falls.
Goldfish hosts a car wash with snacks at the Jersey Shore
This 4 July weekend, Goldfish Crackers is helping summer travellers clean up and snack up with a two-day pop-up at the Jersey Shore.
On 3 July (10am-7pm) and 4 July (10am-5pm) at 551 Route 72 East, Manahawkin, NJ, visitors can roll in for a free, orange-themed car wash, complete with an interior vacuuming - perfect for clearing out those backseat cracker crumbs.
While their vehicles get spruced up, guests can build a custom snack mix using up to 15 Goldfish flavours, including classic Cheddar, Spicy Dill, Old Bay, Awesome Sauce and more.
For fans outside New Jersey, limited edition Goldfish car mats drop online 3 July at GoldfishRetrievalService.com for $20, each order bundled with a free box of new Flavor Blasted Xtra Cheddar Summer Multipacks.
Heinz drops the sauce of the summer
If your grill game needs a headline act this Fourth of July, look no further than Heinz MUSTAAAAAARD – a smoky-sweet chipotle honey mustard that’s been remixed, reimagined and set to turn up the heat at cookouts everywhere. Crafted in collaboration with award-winning producer Mustard, this bold new condiment debuted exclusively at Buffalo Wild Wings and is now primed to elevate holiday snacks from fine to fire.
Designed as a must-have for grilling season, Heinz MUSTAAAAAARD blends real chipotle peppers with a touch of honey, delivering a thick, creamy texture that’s equal parts sweet, smoky and spicy. Whether slathered over buffalo wings, brushed on ribs, drizzled over salmon or used as a tangy topper for burgers and brats, it’s the kind of sauce that earns a permanent spot at your summer table.
“Heinz Mustard has always been the base and most important ingredient of my grilling secret weapons,” said Mustard, now officially titled chief mustard officer at Heinz. “I knew I wanted to make my own sauce one day - something that wouldn’t be like anything else out there.”
Fans can grab a free bottle – while supplies last – at participating Buffalo Wild Wings locations with any beef menu item for dine-in. After that, the sauce will be rolling out to Walmart, Target, 7-Eleven and Amazon.
Protein, popcorn & peak summer fuel
Fuel your Fourth with 25% off sitewide, plus score a free tub of protein powder on orders over $100 from 3-5 July. Whether you’e chasing kids at the beach or chasing viral trends, Orgain has you covered – yes, even for that protein-packed popcorn taking over your FYP.
From plant-based protein shakes to kid-friendly drinks and on-the-go bars, Orgain delivers clean nutrition for every summer scenario – swimming, hiking or powering through long BBQ days. And if you’re ready to DIY your own celeb-style snacks, Orgain’s site is loaded with recipes like Peanut Butter Popcorn Balls, Protein Guacamole and Breakfast Berry Yogurt Popsicles: proof that protein can taste like playtime.
Love, set, match
The Delicious Dessert Company’s fan-favourite Strawberry & Cream Eclairs are back in Tesco and Morrisons just in time for sunshine, strawberries and centre court drama.
The limited edition summer showstoppers are filled with strawberry crème pâtissière, layered with fresh cream, topped with strawberry fondant and finished with a white chocolate drizzle – perfect for picnics, park hangs or watching Wimbledon in sweet style.
With 42% of Brits craving dessert after fasting periods like Ramadan and Lent, and 10% specifically picking cream cakes for alfresco dining, the timing couldn’t be better.
“Our Strawberry and Cream Eclairs are back just in time to enjoy the great British summer – whether you’re watching the tennis, heading to the park, or simply treating yourself,” said Claire Smith, head of Insight at The Delicious Dessert Company.
Paul’s serves up sweet victories
Until 13 July, Paul Bakery is celebrating Wimbledon with a grand slam of patisserie. Its seasonal lineup includes a Strawberries & Cream Gourmet Macaron (£6.50) filled with vanilla mousseline cream, fresh strawberries and coulis; and a Strawberries & Cream Éclair (£5.25) that’s all about crisp choux and summery indulgence.
For refreshment between matches, sip on a cool Matcha Latte (£4.25) – perfect for rallying your taste buds during Centre Court drama. Available in all Paul UK stores, while stocks last.
Then on 14 July, Paul is channelling Parisian flair with a Stripes & Sips giveaway across its London, Oxford and Reading stores. The first 50 customers through the door between 8am and 9am – dressed in visible Breton stripes – will receive a free standard barista-made coffee. Oui, really.
From 9-15 July, the French bakery chain will also offer limited edition Bastille Day patisserie, including a Berry Tart and a Chantilly Éclair, each £5.25 or two for £10. Bonus treats and surprises are expected in select stores over the Bastille Day weekend (12-13 July).
Rock it with Ritz’s Salty Club Concert giveaway
Ritz Crackers is cranking up the flavour and the fandom with its Salty Club Giveaway, running until 11 July.
30 winners will score a pair of tickets (plus paid travel and hotel) to the sold-out No Me Quiero Ir de Aquí residency on 8 or 9 August at the Coliseo de Puerto Rico.
As the official snack sponsor of the Bad Bunny-powered experience, Ritz will host concertgoers at a custom Salty Club pop-up, complete with merch, photo ops and Puerto Rican flair. Enter at ritzsaltyclubgiveaway.com.
“No Me Quiero Ir de Aquí is the ideal place to bring the Ritz Salty Club to life and we can’t wait to welcome fans and delight them with an unforgettable experience,” said Ritz VP Steven Saenen. “This marks the next step on the brand’s journey from a trusted, classic cracker to a modern, savoury snack.”
Cinnamon Toast Crunch: One Square. One Shot.
Things got absurdly crunchy when Cinnamon Toast Crunch launched The Last Square campaign - sending out rogue boxes containing just one lonely cereal square and a trail of Cinnadust. The campaign was a viral hit, with fans racing to find these mysterious boxes for a chance at a serious reward.
If you’re one of the 44 lucky recipients of The Last Square, you have until 21 July to redeem a $120 Visa gift card, equivalent to a year’s supply of cereal.
“We’re running out of time – and cereal – and we need your help,” said Brandon Tyrrell, senior marketing communications manager at General Mills. Redemption is only possible through the unique code found in select boxes.
Don’t despair if you weren’t among the chosen few. The same The Last Square edition boxes (complete with wild backstory) will begin hitting shelves nationwide later this summer, giving fans a chance to taste the cereal chaos for themselves.
Yorkshire Baking Company x Emmerdale Village Tour
Yorkshire Baking Company is celebrating Yorkshire Day (1 August) with its first-ever onpack promotion in partnership with the Emmerdale Village Tour (running until 25 August).
Shoppers who scan the QR code on Mega Loaf labels can enter to win a Star Tour experience, including a meet-and-greet at the show’s filming location.
The promo applies to all seven Mega Loaf flavours – from Lemon Crunch to Sticky Toffee – and two limited edition returning favourites: Banana and Carrot Mega Loaf.
“We know this partnership will resonate with customers who love great cake and great TV – two Yorkshire favourites coming together to celebrate Yorkshire Day in style,” said Yorkshire sales director Arainn Cleland.
Added Ashley Bolton-Burrows, GM at Emmerdale Village Tour, which is operated by Continuum Attractions: “The Star Tour prize is an unforgettable experience, and we can’t wait to welcome the lucky winners to the iconic set to explore its landmarks and meet a cast member – it’s a day never to be forgotten.”
Haldiram’s snacks make the grade
Back-to-uni season means stocking your flat, your backpack and your snack stash. That’s where Haldiram’s comes in. From crunchy Aloo Bhujia to tangy Bhel Puri and street-style Mini Samosas, these bold, flavour-packed snacks are perfect for powering through lectures, fuelling late-night study sessions or just sharing during flatmate hangouts.
“Haldiram’s products are increasingly popular among young consumers who crave authentic flavours at an affordable price,” said Rhea Agarwal, director of Business Development UK & EU. Easy to grab, full of flavour and totally budget-friendly – Haldiram’s is the snack aisle MVP this semester.