The Week in Consumer Packaged Goods: May 23, 2025 edition

Welcome to The Week in Consumer Packaged Goods, a weekly roundup for marketers from Quad Insights that covers the latest must-know news surrounding the CPG space.

Combining two things beloved by Americans — hot dogs and racing — Kraft Heinz’s Oscar Mayer just announced a partnership with the Indianapolis Motor Speedway and the Indianapolis 500 on the first-ever Oscar Mayer Wienie 500. In the whimsical race taking place today (May 23), six Oscar Mayer Wienermobiles representing different regional dogs (think Chi dog for the Midwest, slaw dog for the Southeast, etc.) will square off at the Indianapolis Motor Speedway in advance of the Indy 500 on Sunday. Fans can stream the Wienie 500 live at 2 p.m. ET on the Fox Sports app and make predictions on its outcome at Draftkings.com/wienie500 for a chance to win a share of a $10,000 cash prize. The trophy presentation for the winning Wienermobile will take place in (of course) the “Wiener’s Circle… complete with a condiment spray and hot dog for the wiener’s enjoyment,” per a Kraft Heinz announcement. 

More events and activations:

• “WHSmith Media Network Hosts Experiential Nestlé Takeovers at Airport Stores” (Retail TouchPoints)

The viral TikTok trend of people steeping tea bags in Sprite has inspired a new product from The Coca-Cola Company. Sprite + Tea, a limited-time offering, “blends the crisp, lemon-lime refreshment of Sprite with the classically refreshing flavor of tea,” per a brand announcement. Now rolling out to retailers across the U.S. and Canada, Sprite + Tea will be available through October in regular and zero-sugar varieties. Support for the launch is coming from the “Refreshing Take on Tea” campaign as well as a collaboration with Eastside Golf, a lifestyle brand known for infusing golf with hip-hop culture. 

Previously: “Sprite launches Sprite Squad, a gamified mobile experience,” from the April 25 edition of this column.

More product launches:

• “This Beer Has No Barley, No Sugar, and No Gluten — Just 100% Quinoa” (Food & Wine) 
  
• “Absolut unveils Tomorrowland-themed bottles” (The Spirits Business) 
  
• “Clif Builders launches three high-protein bars” (Snack Food & Wholesale Bakery) 
  
• “Dolly Parton’s New Frozen Meals Might Be The Best Thing To Happen To Weeknight Dinner” (Southern Living) 
  
• “Cheerios Protein Bars Have Seven-Grams of Protein Per Serving” (Trend Hunter) 
  
• “Campbell’s V8 launches powdered energy drink mixes” (Food Dive)

The United States of America won’t turn 250 until 2026, but sausage brand Johnsonville apparently can’t wait to celebrate, so it’s honoring our nation’s 249th birthday to address what it’s calling America’s “fun deficit,” per a brand announcement. To help get the party started, Johnsonville is giving people a chance to win The Johnsonville Party Starter — “an 80-pound, 249-link sausage variety pack, shipped straight to 249 lucky winners’ doorsteps… just in time for the Fourth of July.” Sausage fans can enter to win at Partystarter249.com.

Previously: Johnsonville and actor Brian Baumgartner serve free sausages to Scranton, Pennsylvania residents in show of support for swing states,” from the Nov. 1, 2024 edition of this column.

More CPG giveaways and promotions:

• “Why This Energy Drink Brand Is Giving Away ‘Free Money’” (MediaPost)

Mondelēz brand Oreo just released a cookie with actress and singer Selena Gomez “inspired by her love of horchata,” per a brand announcement. The Limited Edition Selena Gomez Oreo combines chocolate and cinnamon flavor with sweetened condensed milk flavor crème. The outside is emblazoned with one of six different embossments created by Gomez, and one out of every three packages includes a single cookie embossed with Gomez’s signature. As part of the collab, Oreo is making a donation to Gomez’s Rare Impact Fund, a nonprofit that works to increase “access to mental health services and education for young people around the world.” So-called Selenators — Selena Gomez fans — can order the cookies during the presale starting June 2 in the U.S., or wait till June 9, when they’ll land at retailers nationwide.

Previously: “Oreo partners with Post Malone on a new cookie variety and sweepstakes,” from the Jan. 24 edition of this column. 

More brand collabs and partnerships:

• “The Cheez-It Snap’d Back Bag is a Limited-Edition Accessory” (Trend Hunter)
• “Nascar And Chill: Driver Ryan Blaney Helps Launch Bodyarmor Seasonal Flavor” (MediaPost)
• “Planters Just Released a Wild New Flavor With Miller High Life” (Eat This, Not That!)
• ICYMI: “Yancey’s Fancy teams with PBR for Pabst Blue Ribbon Beer Flavored Cheese” (Dairy Foods Magazine)

More CPG campaigns and content:

• “Sophie Turner And St-Germain Reunite To Promote The Hugo Spritz” (Forbes)
  
• “Pepsi’s ‘Refresh the Game’ Campaign Brings Soccer Icons Together” (Trend Hunter)
• “Budweiser, Bud Light Celebrate Grill Season With ESPN, Star Athletes” (MediaPost)
• “Maybelline launches drama-soaked reality show with Ariana Madix” (The Drum)
• “Wonderful Pistachios sows integrated campaign targeting commuters” (Marketing Dive)
• “Oatly spoofs pharma ads, suggesting many people suffer from ‘DOMP’” (Ad Age)