Waitrose and Disney+ have announced a partnership in the UK in celebration of the upcoming release of season two of Rivals on the streaming service to help drum up excitement amongst fans. The partnership sees the retailer tapping into nostalgic food trends thanks to the 80s inspired nature of the series to debut a number of options that consumers may recall from the past. This includes such options as The Scotch Egg Sandwich, Thousand Island Prawn Sandwich, Steak Diane Hand-Cooked Crisps and more.
Director of Own Brand at Waitrose Maddy Wilson spoke on the partnership with Disney+ for Rivals season two saying, "The 80s are back with a fresh twist, and we can only apologise we didn’t launch these decades ago! We’re coming together with Disney+ in celebration of the new season of "Rivals" to deliver the iconic flavours customers crave, reimagined for today."
Streaming Series Food Ranges
Waitrose and Disney+ Partnered for an Exclusive Rivals Range
Trend Themes
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Nostalgia Driven Product Revivals — A resurgence of 80s-inspired flavors and formats creates opportunities for reimagined retro products that tap emotional memories while fitting modern taste and health expectations.
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Branded Retail Collaborations — Retailer-entertainment partnerships generate co-branded assortments that blend IP recognition with private-label credibility to create differentiated shelf appeal.
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Streaming Linked Limited Editions — Limited-run food ranges timed to streaming releases offer ephemeral scarcity and themed merchandising that can drive short-term sales peaks and social visibility.
Industry Implications
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Grocery Retail — Supermarkets see potential for elevated footfall and customer loyalty through curated, show-themed ranges that merge entertainment IP with own-brand offerings.
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Entertainment and Streaming — Streaming platforms stand to increase engagement and cross-platform monetization by licensing series-related food tie-ins that extend narrative worlds into physical experiences.
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Food Manufacturing and Co Packers — Co-packers and manufacturers can capture demand spikes from themed, limited-run SKUs that require rapid reformulation, small-batch production, and flexible supply chains.