Key takeaways:
- Pancho’s taps into ‘quesomaxxing’, Ghirardelli launches refrigerated cookie dough, and Bunnie Cakes expands ready-to-bake cupcake batter in the US.
- Bubbies debuts Costco-exclusive fermented pickles, Bitchin’ Chips expands in Kroger, and Fridge Raiders adds new Chicken Skewers flavours.
- Califia Farms launches banana-flavoured coffee, while OLLY’S enters chilled with new Olive Pots
If you’ve ever rolled your eyes at the endless parade of ‘maxxing’ trends – proteinmaxxing, fibremaxxing, wellnessmaxxing – you’re not alone.
A new survey commissioned by queso brand Pancho’s Cheese Dip and carried out by Talker Research has put some numbers behind the fatigue. Polling 2,000 US adults, it found that 64% believe America has a genuine ‘obsession problem’, and more than half admit to obsessing over food (65%) or health and fitness (55%).
The findings paint a picture of a culture running on empty.
Six in 10 respondents said it’s exhausting trying to keep up with the latest health and food fads, while a similar number said it’s just as draining avoiding foods they actually like in the name of weight loss.
Nearly a quarter frequently feel guilty or judged for eating something not conventionally ‘healthy’, with much of that pressure traced back to influencers, advertising campaigns and celebrities.
But there’s a counter-movement brewing, too.
A hefty 77% of those surveyed believe food should, above all else, be fun, and 37% say they’re trying to embrace a kind of dietary counterculture – deliberately not falling in line with whatever everyone else is obsessing over.
Respondents likened the feeling of eating guilt-free to lounging on a beach, and – for a notable 16% – to giving wellness influencers a metaphorical middle finger.
It’s a sentiment that seems to be rippling straight into the fridge. From new dips and chilled bakes to fermented pickles and chilled olives, refrigerated snacking is having a moment.
Pancho’s goes all in on quesomaxxing
Pancho’s – the Memphis-founded, Southern-style dip brand with roots stretching back to 1956 – has coined the term ‘quesomaxxing’ as a tongue-in-cheek suggestion that the only thing worth optimising right now is enjoyment itself.
“People feel like they have to ‘maxx out’ every part of their lives right now,” says Lindsay Amundson, VP, head of marketing at Pancho’s Cheese Dip. “We think there’s really only one thing worth ‘maxxing’ – fun.”
The brand has kicked off an integrated campaign running through the summer and is adding two new flavours to its refrigerated line-up: Triple Cheese and Salsa Queso. Both are arriving this summer at select US retailers nationwide.
Ghirardelli bakes it way into the fridge
After more than 170 years as a chocolate specialist, Ghirardelli is making its debut in the refrigerated aisle with a new Premium Refrigerated Cookie Dough line.
The ready-to-bake rounds come in two varieties: Classic Chocolate Chip, with golden crispy edges and chewy centres, and Chocolate Chip Brownie, based on its Double Chocolate Chip Premium Brownie Mix, for a fudgier finish. Both can be baked in a conventional oven or an air fryer.
“We wanted to create a cookie dough that captured everything people love about homemade cookies fresh from the oven,” says David Dulyx, VP of Licensing and Professional Products Division for Ghirardelli.
The dough is available now in the US at Walmart, Target and Giant Eagle from $4.97, with Publix, the Kroger Family of Stores and other retailers joining later this summer.
Fridge Raiders skewers its way into protein snacking
Fridge Raiders, the UK’s fastest-growing major snacking brand, has expanded its Grills range with two new Chicken Skewers variants: Chinese BBQ and Satay.
Produced by Pilgrim’s Europe – one of the continent’s largest food companies and also home to Mattessons and Richmond – the launches are aimed squarely at protein-hungry shoppers who wouldn’t typically reach for a meat snack.
“Our Chicken Skewers address health-conscious consumers who don’t consider meat snacking, while Frank’s RedHot taps into the massive hot chicken trend with a collaboration that brings genuine flavour excitement,” says Chris Doe, UK marketing and innovation director at Pilgrim’s Europe.
The new skewers are rolling out across the UK now.
Bunnie Cakes widens its US reach
Plant-based baking brand Bunnie Cakes is extending the rollout of its Ready-to-Bake Cupcake Batter into more than 100 Giant Food stores in the US.
The refrigerated batter is designed to sit between boxed mixes and fully prepared bakes, needing no measuring or extra ingredients, and comes in Chocolate and Very Vanilla, alongside a Very Vanilla Frosting. The range is dairy-, egg-, peanut-, tree nut-, soy- and sesame-free.
It’s also stocked at ShopRite, Fairway, Citarella, Central Market, Pete’s Fresh Market and Jungle Jim’s, with further expansion planned.
Bubbies goes big at Costco
Fermented pickle brand Bubbies has landed a Costco exclusive: a 40oz jar of its Kosher Dill Pickles, now on shelves at clubs across the south-eastern US.
It’s the brand’s largest format yet, packaged in a bespoke BPA-free, shatter-resistant container. True to Bubbies’ method, the pickles are fermented in salt and water rather than vinegar, giving them their characteristic cloudy brine and sour crunch.
“Real fermented pickles at Costco are a big deal, that’s why we put them in our biggest jar yet,” says Jorge Azevedo, CEO of Fermented Food Holdings.
Bubbies also sells 16oz, 33oz and sliced 25oz jars more widely across the US.
Olly’s dresses up the chilled aisle
UK snack brand Olly’s has moved into chilled for the first time with a new range of Chilled Olive Pots, landing in Tesco and Sainsbury’s.
The 200g pots feature plump Greek olives in bold marinades, with each retailer stocking three flavours from a line-up of four: Garlic & Basil, Chimichurri, Smoky Red Pepper and Piri Piri, each priced at £4.
The olives are vegan, low-calorie and a source of fibre, with fully recyclable packaging.
Tesco carries Olly’s Garlic & Basil, Chimichurri and Piri Piri across 236 UK stores, while Sainsbury’s stocks Garlic & Basil, Chimichurri and Smoky Red Pepper across 460 UK stores.
Califia Farms brings banana crème to the fridge
Riding the wave of banana-flavoured coffee trending on TikTok, Califia Farms is launching a Banana Crème coffee duo in the US: a ready-to-drink Banana Crème Almond Milk Latte and an Organic Banana Crème Almond Milk Coffee Creamer, both blending banana flavour with warm cinnamon notes.
The latte is best served straight from the bottle or over ice, while the USDA Organic creamer is designed for hot or iced coffee. The 48oz latte and 25.4oz creamer will each carry an RRP of $6.49 when they launch on 29 July.
Bitchin’ Chips crunch into Kroger
California-based Bitchin’ Sauce, best known for its almond-based refrigerated dips, has expanded into snacking with the launch of Bitchin’ Chips in nearly 1,500 Kroger banner stores across the US – the brand’s largest chip rollout to date.
Positioned as a companion to its chilled dips, the vegan, gluten-free tortilla chips are made with white corn, expeller-pressed almond oil and sea salt, making them among the first tortilla chips made with almond oil to reach mainstream retail.
Designed to withstand generous scoops without breaking, the chips reflect the brand’s strategy of creating complementary products across the dip-and-chip occasion.
“We built these products to work together: a chip made to scoop, a bean dip that goes with everything, and a sauce that’ll make you rethink what a dip can be,” said Starr Edwards, founder and CEO of Bitchin’ Sauce.
