There’s a special thrill when two craft and quality-obsessed producers join forces. Good food brand collabs are more than just two products together. They should also be about more than just viral buzz and capturing consumers’ attention, though that’s crucial too. I’ve collected four of my favourite recent pairings and explained why they work so well.
Great food brand collabs create a story about shared values and the sheer joy of flavour. They don’t just show off two products; they show how they work together, reflecting the needs, tastes, and desires of the target customers. They create a story, tickle the tastebuds and help create ‘fans’ of their customers. Keep reading to the end for four principles to make your collaborations work as hard as possible for you.
Joe & Seph’s Baileys Popcorn
Baileys and popcorn are two nostalgic, luxe products that I return to time after time for special occasions. Deciding to put them together is genius, IMHO. At £4.00 a bag, it plays right into the ‘sweet spot’ of affordable treats with a little bit of decadence. It could be a little pick-me-up or part of a super-indulgent movie night.
Why I love it:
- Gorgeous flavour combo: “gourmet popcorn coated in smooth caramel with the unmistakable taste of Bailey’s Irish Cream.”
- Serious scale with artisan roots: Joe & Seph’s still hand coats in small kettles whilst Baileys lends global reach.
- Occasion-centric: A limited Easter run keeps FOMO high and prevents flavour fatigue.
Isle of Raasay Distillery × Pump Street Chocolate – Single Malt 74% Bar
Pump Street Bakery played a small part in choosing Suffolk as my Easter holiday destination last year, as I’d wanted to visit for a while. Ever since, I have been slightly obsessed with their chocolate! Don’t bother looking for this particular chocolate bar, however. Sadly, you won’t find it anymore. This partnership speaks volumes about both brands’ attention to detail and artisan quality, though.
Why I love it:
- Time as an ingredient: Cocoa nibs spend eight weeks in emptied Raasay casks, absorbing subtleties unavailable through faster processes.
- Integrated storytelling: A QR code on each wrapper grants a virtual distillery tour, extending engagement beyond the bar.
- Provenance: Hebridean whisky and Suffolk bean-to-bar chocolate underscore British provenance.
- Occasion-centric: A limited Christmas run keeps FOMO high and showcases their innovation.
Bold Bean Co × Ottolenghi — Queen Black Chickpeas
Ever since trying Bold Bean’s chickpeas, I have never been able to return to buying my usual tinned variety. There’s literally no comparison. I’ve yet to try the resulting Queen Black Black Chickpeas, but teaming Bold Bean’s supreme quality ingredients with the renowned chef, restauranteur, and food writer is perfect for the products and the brands. It is something that will appeal to their respective tribes. I cannot wait to try them!
Why I love it:
- Category stretch: Beans rarely get the collab spotlight; this jar proves pantry staples can flex premium.
- Dreaming Big: In the words of the founder, “If I had a pin-up board of dream collaborations, this one would be stuck right in the middle of it.”
- Chef Authority: The name of a renowned chef makes this new pulse more accessible.
East London Liquor Co. × Kold Sauce – Kold Smoke
Another one that’s come and gone already is this small-batch hot sauce. (Watch out, though; they bring back their favourite collabs from time to time!) Kold Sauce makes American hot pepper-inspired sauces. Kold Smoke is their first smoked offering, smoked over whisky cask oak sawdust and with added whisky for a sweet finish.
Why I love it:
- Cross-category alchemy: Whisky casks + fermented chilli blur the line between condiment and cocktail.
- Limited runs: Collectability drives direct-to-consumer momentum (and newsletter sign-ups).
- Tasting room theatre: Distillery tasting room pairings of whisky followed by the sauce create a memorable, multi-sensory encounter.
What makes food brand collabs work?
Consumers want collaborations to deliver on flavour and a value match. When brands nail both and respect each other’s craft, audience and ethos, it’s a winning formula!
- Authenticity: each brand keeps its craft DNA intact – no mass-production shortcuts.
- Storytelling: provenance, process and purpose are all expressed clearly.
- Intentional scarcity: small runs create urgency to buy.
- Halo effect: both brands gain credibility by sharing each other’s strengths.
If you’d like more inspiration on food brand collabs, watch the Relish webinar.
If you’re ready to talk about how collabs can be part of growing your food or drink business, let’s talk about your options.