2025 was the year of the pop culture food collab

Partnering up for product launches emerged as one of the most widely used PR strategies in food and beverage in 2025. Collaboration-led campaigns are effective at boosting short-term awareness and driving online engagement, especially when they combine familiar favorites. Examples like the Reese’s Oreo cup and Oreo Reese’s cookie gave two comparable brands the possibility to tap into each other’s fan bases and thus double their visibility.

But as competition in the food industry intensified, partnerships became more experimental. The question gradually shifted from whether a collaboration made sense to whether it was surprising enough to stand out in a crowded media landscape.

Music artists, famous athletes and online personalities also became highly sought-after partners. Dunkin’ collaborated with Sabrina Carpenter on a range of Instagrammable drinks and snacks aimed at Gen Z. Crumbl teamed up with Benson Boone to create the Moonbeam Ice Cream Cookie, a chilled chocolate cookie topped with cookies and cream pieces, lemon, berry and marshmallow. And Joe & The Juice launched a protein steak sandwich with NBA champion Kevin Durant.

These collaborations function as a form of influence marketing. Consumers increasingly look for brands that align with their identity and lifestyle, and products co-created with trusted artists or cultural figures offer a shortcut to emotional relevance. Familiar faces help brands feel current and personal, even in crowded categories.

Not every collaboration in 2025 relied on superstar power. There were also collaborations that were crafted particularly for their unexpectedness. The beauty industry’s fascination with food grew even bigger this year, which led to collaborations such as the banana pudding lip balm by Glossier and Magnolia Bakery. Meanwhile, Dove partnered with Chamberlain Coffee on plant milk-inspired body washes in varieties as Oat Milk & Berry Brulee and Coconut Milk & Sugar Lychee. While those may have raised eyebrows a few years ago, these have now become almost commonplace. Perhaps that’s why beauty brand Holler and Glow chose QSR-chain Panera Bread for a collaboration and came up with a mac and cheese-scented lip balm, a move clearly aimed at shock value and shareability.

In fact, some brands seemed more focused on surprising the press than connecting with consumers. The number of far-flung collaborations quickly multiplied, often designed more for social media pickup than actual consumer appeal. Some of the most talked-about collaborations leaned fully into novelty. Ice cream brand Van Leeuwen partnered with Carnival Cruise Line on a sunscreen flavored ice cream  designed to “combat end-of-summer scaries.” Made with coconut cream, cocoa butter, vanilla extract and sea salt, the limited edition product was sent to influencers and media rather than widely sold. Despite its niche availability, it generated thousands of views and extensive coverage, proving that with the right collaboration, a little PR budget can go a long way.

Brand partnerships, especially those between food and non-food brands, were everywhere in 2025. So much so that Mimi Bonnett, senior insights director at Innova Market Insights, warns of potential “consumer burnout,” for example when too many brand associations surrounding a particular film deter consumers “Some brands are rushing to market with products just to be on trend or to address a dialogue”, she tells Food Navigator. “While they are in fact on trend, there is a risk of consumer fatigue if they don’t make sense.”

Although brands must carefully consider their partnerships, we do not expect this trend to end anytime soon. For consumers, trying viral trends is an important shopping motivation, especially among Gen Z. Almost half of Gen Z (47%) discover new food products through influencers according to Statista, making food items a way to express their identity and belonging to a culture, rather than just consumption. Limited-time launches and collaborations amplify this effect by tapping into scarcity. Food products that were co-produced with a celebrity offer less risk for consumer fatigue and lots of potential. A limited edition cookie or ice cream is an accessible way for fans to buy into the world of a movie star, singer or sports hero. 

Going forward, success will depend less on how unexpected a collaboration is and more on how intentionally it is designed. Brands will need to think harder about audience overlap and cultural alignment. Rather than trying to reach everyone by choosing the most popular new tv show or movie, future collaborations are likely to focus on reaching the right audiences. In a crowded market, relevance beats novelty. Actually driving sales and long term brand strategy will matter more than getting millions of views overnight.

From single-item bakeries to tightly defined concepts, a strict focus on a single specialty is another way to gain relevance among consumers. Hyperspecialization shows how brands double down on one thing and quickly become online famous. Often also applying limited edition drops known from the fashion industry.