The following is a closer look at a trend called Branded Fusions from quench’s 2025 Food & Beverage Trends report. Visit the Trends page on the quench website to request a customized presentation of the report for your brand’s team.
What do chips and lip balm have in common? More than you’d think.
In today’s attention economy, unexpected brand mashups are breaking through the noise—and consumers can’t get enough. From snack-inspired skincare to fast food collabs with fashion houses, brands across food, beauty, and lifestyle are teaming up to create limited-edition drops that are more about the moment than the merchandise.
This isn’t just about novelty—it’s about buzz. Gen Z and Millennials, especially, love the thrill of the unexpected. They’re drawn to things that feel exclusive, shareable, and a little bit strange (in the best way). A cereal-scented face mask? A hot sauce sneaker? If it makes them pause, post, and tag their friends—it works.
At the heart of this trend is culture-forward storytelling. These partnerships spark conversation, tap into nostalgia, and often blur the line between consumption and self-expression. Great branded fusions don’t just combine products—it merges audiences, values, and fandoms.
And it pays off. Co-branded collabs often see faster sellouts, higher engagement, and media coverage far beyond traditional campaigns. In a world where consumer loyalty is hard to lock down, branded fusions create moments people want to buy into.
NEXT STEPS FOR BRANDS
Look for brand partners outside your category who share your values—or your sense of humor. Focus on limited drops with visual impact and social shareability. Whether the collab is playful, nostalgic, or boldly weird, make sure it’s authentic to both brands and engineered to spark conversation. The weirder (and more on-brand), the better.
