The Week in Consumer Packaged Goods: May 30, 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.

You’re not imagining it: Hot honey is everywhere, from special menu items at KFC and Chipotle to a new line of Ritz crackers. Now, the personal care category is getting in on the action. Burt’s Bees has teamed up with Mike’s Hot Honey to create a limited-edition lip balm, which, yes, offers a sweet chili-infused twist on the original beeswax formula, promising “soft lips with a kick.” Priced at $3.99, the Burt’s Bees x Mike’s Hot Honey moisturizing lip balm is available at Burtsbees.com and the brand’s TikTok Shop (@officialburtsbees), with a limit of three units per order.

See also: Hidden Valley collaborates with Burt’s Bees on a cobranded Ranch Dippers lip balm set in “10 surprising brand collaborations — from the amusing to the absurd,” from Quad Insights.

More CGP launches and collabs:

• “WWE Taps Iconic Drink Brand for a ‘Slammin’ First-Ever Collab” (Parade)
• “The Automobili Lamborghini x Lavazza Espresso is Aromatic” (Trend Hunter)
• ICYMI: “Wet ‘n Wild Releases Spongebob Makeup Collection as Nostalgic Cartoon Craze Blows Up” (Happi)

Twix remains a supremely versatile offering in Mars Incorporated’s expansive portfolio, as evidenced by a series of cookie-forward product launches over the years, including limited-run variations such as gingerbread. Next up: Snickerdoodle. This new special-edition flavor combines the traditional recipe with a swirl of cinnamon-sugar caramel — the brand’s attempt to capture “cozy cookie energy.” (As Food & Wine’s Stephanie Gravalese points out, the Twix Snickerdoodle launch aligns with larger trend forecasts, which have identified a shift toward “comfort” flavors.) Twix Snickerdoodle hits shelves nationwide in July, in both single (1.4-ounce) and shareable (2.8-ounce) sizes.

More food and beverage launches:

• “Smirnoff launches Electric Guava in US” (The Spirits Business)
• “Tillamook launches four new cheese flavors” (FoodBev Media)
• ICYMI: “Premier Protein offers limited edition Root Beer Float High Protein Shake” (Drug Store News)

In a massive, multiyear agreement involving multiple brands, PepsiCo has finalized a new sponsor agreement with Formula 1. At the center of the deal is Sting Energy, which will become the racing series’ official energy drink — something of a coup, given that Red Bull owns two F1 teams and controls the TV broadcast rights to the Austrian Grand Prix. Meanwhile, Gatorade will receive prominent physical and broadcast placement during F1 Sprint (a supplementary race format that’s immensely popular with TV audiences) and Doritos will gain “global activation rights” for on-site food experiences. Expect to see numerous on-pack promos, limited-edition product drops and plenty of co-branded content as part of this new PepsiCo deal, which runs through 2030.

See also: “Dana White, Anheuser-Busch join forces with nutrition brand for new energy drink” (Fox Business)

More brand partnerships: “Kiehl’s Is Back in the Locker Room With Life Time” (Beauty Inc)

The concept of a Yes Day, as popularized on parenting blogs during the late 2010s, is effectively what it sounds like: a temporary period where parents say “yes” to wacky requests from their kids. This year, frozen food brand GoodPop is putting its own spin on the premise with a “Summer of YES” campaign centered on finding opportunities to answer kids in the affirmative. This robust, multichannel effort includes a YouTube hero spot, a series of online giveaways (including free delivery popsicles, in partnership with Gopuff) and an Instagram contest for parents (with cross-branded prizes from Supernatural sprinkles and caffeine-free Kiid Coffee, plus the requisite swag).

More CPG campaigns and content:

• “Coke pushes Gen Z to ditch digital noise and embrace summer fun” (Marketing Dive)
• “CeraVe introduces a goat mascot, Sarah V., in its latest social campaign” (Ad Age)
• “Sprite targets ads around scorching temps for global summer campaign” (Marketing Dive)
• ICYMI: “1800 Tequila Partners With ‘Best Bar In North America’” (MediaPost)

Branding and packaging updates:

• “Vitaminwater’s packaging overhaul features larger logo and full-bleed labels” (Ad Age)
• “KIND Bars Introduces Its First Recyclable Paper Wrapper” (RetailWire)

Activations and promotions:

• “Popular Breyers Ice Cream Flavor Inspires ‘Ice-Cold’ Innovation” (Parade)
• “Yes, Birthday Cake Trash Bags Are Real — and They’re Selling for Pennies” (Food & Wine)