Leftovers: Bisquick heads to the fair | Welch’s goes sugar free

Leftovers is our look at a few of the product ideas popping up everywhere. Some are intriguing, some sound amazing and some are the kinds of ideas we would never dream of. We can’t write about everything that we get pitched, so here are some leftovers pulled from our inboxes.

Bisquick heads to the fair with funnel cake mix

With fair season in full swing across the U.S., Bisquick is bringing one part of the experience home to consumers.

The General Mills-owned baking mix brand is partnering with Grammy-award-winning artist Kid Cudi on a limited-edition funnel cake mix.  

The product comes in a fair-themed collectible box that features bright and nostalgic designs with Kid Cudi and his dog Nino at the fair. The promotion also includes merchandise — including T-shirts, plates and aprons —  all created by Kid Cudi, a self-professed funnel cake connoisseur.

“Whether it’s at the state fair, the county carnival or at the pier, summer isn’t complete until you’ve had a funnel cake,” Jenny Jonker, brand experience manager at General Mills, said in a statement. “[We] are excited to announce this limited-edition mix to help families everywhere extend the fun-filled spirit of summer with iconic funnel cake flavors at home.”

Cudi’s Funnel Cake Mix and merch are available for purchase while supplies last only on Kid Cudi’s website.

The COVID-19 pandemic encouraged more consumers to bring food and drinks they enjoyed outside the home into their kitchens.  Although a few years have passed and people have ventured out, many shoppers haven’t given up on the quest of replicating their favorite experiences on their own.

Bisquick sells its pancake and baking mixes in stores, with funnel cake a logical extension. The partnership with Kid Cudi creates a trendy buzz for the special funnel cake offering and helps promote Bisquick to fans of the American rapper.

–Christopher Doering 

Welch’s packs a punch in zero-sugar

Welch’s, a household name in fruit juices, is looking to attract more health-conscious consumers with its largest-ever marketing campaign for a zero-sugar line of juices in September.

“We heard from our more health-conscious consumers that they wanted a zero-sugar juice option that didn’t compromise on flavor, and the options currently in the juice and refrigerated aisles just weren’t delivering on that task,” said Scott Utke, chief marketing officer at Welch’s in a statement. 

The company’s new campaign, “You Gotta Sip It, To Get It,” aims to reach various consumer touch points including social media, streaming networks, custom integrations and sponsorships, plus sampling and experiential events. 

Welch’s Zero-Sugar line comes in two refrigerated flavors: Passion Fruit and Grape. It also has three shelf-stable flavors: Tropical Punch, Strawberry and Concord Grape. 

The beverage industry has added more better-for-you options as consumers pay closer attention to what they eat and drink. A big part of that has centered around cutting back on sugar. with more consumers looking for better-for-you alternatives in their everyday drinks. 

At the beginning of the year, Coca Cola launched a zero-sugar variety of its popular Body Armour sports drink. The beverage giant also recently launched Powerade Sours, an option designed especially to appeal to health-conscious Gen Z consumers with 50% more electrolytes than Gatorade’s Thirst Quencher as well as Vitamins C and B12.

Welch’s is looking to attract those consumers without sacrificing on the fruity taste its juices are known for. 

Zero-sugar juices are known for having zero flavor, the company said. “This new line is a game-changer for consumers who are mindful about the choices they are making when it comes to sugar.” 

-Elizabeth Flood

Thomas’ jumps into fall with pumpkin spice  

Despite warm temperatures across the U.S., Thomas’ English Muffins is turning the calendar to fall with the return of its beloved pumpkin spice offerings.