Candy brand Brach’s pushed the gross-out envelope with its Turkey Dinner Candy Corn, which tasted like turkey, stuffing, green beans, cranberry sauce, apple pie and coffee.
Ben Van Leeuwen scoops Kraft Mac & Cheese flavored ice cream Wednesday, May 15, 2024, in the Brooklyn borough of New York. Van Leeuwen Ice Cream usually draws customers with gourmet takes on classics like vanilla and pistachio. But occasionally, the artisanal ice cream maker headquartered in New York slips in what it calls a “shock flavor,” like Hidden Valley Ranch or pizza.
While it’s tempting to pass them off as social media stunts, experts say there’s more to the story. Food companies are responding to the changing and expanding tastes of consumers while also trying to keep brands relevant and distinct to win space on crowded store shelves. Oddball pairings aren’t entirely new in the food and beverage industry. Hubba Bubba released a bubble gum-flavored soda in the late 1980s, for example.
“Sour Patch Oreos sound interesting, but nobody wants to risk buying Oreos that don’t taste good, so people buy both,” Zwanka said.Enter Kraft Heinz, which approached Van Leeuwen Ice Cream a few years ago about macaroni-and-cheese ice cream. Ben Van Leeuwen, the company’s co-founder and CEO, was doubtful at first but found that Kraft’s powder blended well with the Brooklyn-based company’s ice cream.
“I think you would taste our mac and cheese and you’d say, ‘Oh, that’s good,’ but do you want to take a pint of that mac and cheese from your freezer when you’re watching whatever show on Netflix and eat the entire thing? Probably not,” Van Leeuwen said.
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