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Pop-Tarts and Liquid Death are releasing a limited-edition frosted orange pastry in November, inspired by Liquid Death’s orange soda-flavored sparkling water. Bachan’s is launching original, spicy and black garlic Japanese mayos exclusively at Whole Foods, marking the sauce brand’s first product outside its sauce range.
Pop-Tarts is preparing a limited-edition frosted orange pastry inspired by Liquid Death’s orange soda-flavored sparkling water, while Japanese barbecue sauce brand Bachan’s is launching three Japanese mayonnaise flavors. The announcements add new products to both brands and put Bachan’s into a category beyond its established sauces.
The pastry, named Pop-Tarts Liquid Death Squeezed to Death Frosted Orange, features citrus jam inspired by Liquid Death’s orange soda-flavored sparkling water. According to the report, it is expected to be available at participating retailers in November as a limited-time product. The source does not identify the retailers or give a price.
The collaboration is the second between Pop-Tarts and Liquid Death. Earlier this year, the brands worked together on a Liquid Death iced tea flavored like a strawberry Pop-Tart. Pop-Tarts director of growth and marketing Kim Holowiak said the partnership is intended to offer fans a different way to experience the brands.
Bachan’s Japanese Mayos will come in original, spicy and black garlic varieties and be sold exclusively at Whole Foods, the report says. Made with egg yolk and rice vinegar, they are described as silky, tangy and umami-forward. Founder and CEO Justin Gill said they are intended for dipping, drizzling, spreading or mixing. The report does not specify a launch date or price.
Two Brands Expand Their Product Playbooks
The announcements show two different approaches to extending a food brand. Pop-Tarts is using a limited-time collaboration to pair a familiar pastry format with a partner known for flavored sparkling water and bold marketing. For shoppers, the immediate change is a new citrus option; the limited availability may also make the item a short-term trial rather than a permanent addition.
Bachan’s move is a more substantial category extension: mayonnaise is its first product outside sauces, according to the report. Its Whole Foods exclusivity gives the brand a defined initial retail channel, while the three flavors give consumers several ways to try the line. The launch also comes as its owner, Marzetti Company, looks to the brand for growth, though the report does not say how much sales the mayonnaise is expected to generate.
Neither announcement by itself establishes how shoppers will respond. Together, they illustrate how established food brands are using cross-brand partnerships and adjacent product categories to seek attention and broaden their offerings. The practical measures to watch are availability, repeat purchases and whether either product remains on shelves beyond its initial rollout.
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Earlier Deals and Bachan’s Growth
Pop-Tarts, a breakfast pastry brand founded in 1964 and owned by Mars, has used partnerships and product extensions to reach new consumers. The source report cites collaborations with BuzzBallz and Liquid Death, alongside a recent protein-enhanced Pop-Tarts product. Across the food industry, cross-brand launches have also paired companies from different categories, including Trolli and Mountain Dew, and Hershey and Mondelēz on Reese’s and Oreo products.
Bachan’s, known for Japanese barbecue sauce, was acquired by Marzetti Company for $400 million earlier this year, according to the report. Marzetti said Bachan’s sales rose 8.7% for the quarter ending June 30; the source does not provide the year for that quarter in the supplied material. Marzetti has identified the brand as a growth driver for fiscal 2027 and has signaled further product development, including a planned tamari-based wing sauce.
The mayonnaise launch enters a U.S. market where Japanese mayo already has an established presence. The report points to Kewpie, which created the first commercial Japanese mayo in 1925, and says the company is expanding U.S. production capacity with a new Tennessee factory. That market backdrop helps explain the category choice, but it does not establish how Bachan’s products will perform.
““Pop-Tarts has always made room for a little fun with flavor, and our partnerships let us take that spirit somewhere unexpected and give fans a fresh twist on a familiar favorite.””
— Kim Holowiak, Pop-Tarts director of growth and marketing
Launch Details Still Missing
The report gives a November target for the Pop-Tarts pastry but does not specify an exact date, participating retailers, price, quantities or how long the product will remain available. It also does not say whether the product will be distributed nationally.
For Bachan’s, Whole Foods is identified as the exclusive retailer, but the source does not provide a launch date, price or the geographic reach of the initial offering. No sales forecasts or consumer response data are included for either launch. The claims about flavor and texture are product descriptions, not independent assessments.
Retail Availability to Watch
Consumers can look for the Pop-Tarts and Liquid Death pastry in November at participating retailers, although the retailer list and exact release date have not been supplied. Bachan’s Japanese Mayos are slated for exclusive sale at Whole Foods; the announcement details provided in the report do not establish when they will reach stores.
Further company updates could clarify prices, rollout schedules and the extent of availability. Later sales results will show whether Pop-Tarts’ temporary collaboration and Bachan’s move into mayonnaise gain enough demand to influence future product plans. Until then, the confirmed development is the planned launches and their stated formats, not their commercial performance.
Key Questions
What is the Pop-Tarts and Liquid Death flavor?
It is Squeezed to Death Frosted Orange, a pastry with citrus jam inspired by Liquid Death’s orange soda-flavored sparkling water.
When will the limited-edition Pop-Tarts be available?
The source report says the product is planned for November at participating retailers. It does not give an exact date or retailer list.
What flavors of Bachan’s Japanese mayo are launching?
The three varieties are original, spicy and black garlic. The report says they will be sold exclusively at Whole Foods.
Why is Bachan’s mayo a notable product launch?
It is described as Bachan’s first product outside sauces, extending the Japanese barbecue sauce brand into mayonnaise. The launch date and price were not provided in the report.
Source: fooddive.com
