Burger King and Kraft Dinner are the latest brands to link up at a time when fast-food chains and food brands are hopping on the snacking trend that was already underway, prior to Covid-19. The two brands have partnered in Canada to serve up KD Bites, deep-fried bite-sized golden nuggets stuffed with gooey mac and cheese.
“With snacking occasions on the rise, we saw an opportunity to bring these two iconic brands together to give our KD fans a new and delicious way to enjoy their favorite, one-of-a-kind cheesy taste in an ultimate snacking, bite-size format,” Daniel Gotlib, associate director, brand building and innovation, Kraft Heinz Canada, said in a statement.
While there’s been a number of brand partnerships created to develop new snacking products, others have launched ventures to make purchasing snacks easier. All of those efforts help brands capitalize on the fact that six out of 10 adults “can’t imagine their life without snacks.”
In May, Kellogg’s shrunk down its cereal boxes and blew up its Froot Loops and Apple Jacks, individually packaging the jumbo-sized pops and clusters for snacking convenience. That same month, PepsiCo launched an ecommerce site entirely devoted to snacks. Most recently, Wendy’s and Pringles teamed up for another limited edition snack, Baconator Chips.
To tease the collaboration, KD exchanged and mashed-up its logo with Burger King on June 22 across social media profiles to visually demonstrate the crispy power couple. Following this, a video revealing the KD Bites was debuted and shared on social:
KD Bites are available now, exclusively and for a limited time at select Burger King locations in Canada, sold in packs of six. The snack can also be ordered through Uber Eats, SkipTheDishes and DoorDash. Whether the United States will be graced by KD Bites at some point has not been announced—yet.
Don't miss eCommerce, CPG and Retail Performance Marketing, a live virtual summit on August 19-20. Gain insights from Supergoop, Vans, Yave Tequila and more. Register for now for free.