# Fandom Co-Branding Wildly popular food products come together to the delight of superfans. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Feb 11, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/cobranded-fandom ## Key Figures - Trend score: 2.3/10 - Evidence articles: 8 ## What is the Fandom Co-Branding trend? **Fandom Co-Branding:** Capitalizing on a cult-like following, food brands are cleverly integrating popular food products into existing recipes. Providing both novelty for consumers and taking advantage of the existing loyalty consumers have to particular products, this approach to co-branding speaks to the power of fandom. ## At a Glance - Evidence: 8 featured examples - Articles from: Jun 29, 2014 to Dec 11, 2015 - Published: Feb 11, 2015 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Fandom Co-Branding trend ### Fandom Co-Branding Using cult-like following to cleverly integrate popular food products into existing recipes. ### Indulgent Food and Drink Hybrids Combining popular food brands and products in unusual, high-calorie ways to appeal to sweets lovers. ### Alcoholic Dessert and Beverage Collaborations Mixing alcohol and dessert brands to create new, adult-targeted products. ## What the Fandom Co-Branding trend means for industry ### For Food and Beverage The food and beverage industry benefits from these innovative product lines that combine multiple brands to create new offerings. ### For Marketing Marketing and brand management professionals can learn from unique collaborations in campaign efforts to capture a larger market. ### For Hospitality and Tourism Indulgent food and beverage hybrids can provide new and interesting options for restaurants, hotels and events organizers seeking to distinguish themselves from competitors. ## Trend signals for Fandom Co-Branding Trend score 2.3 out of 10, from popularity 32%, activity 29%, freshness 8%. - Popularity: 32% - Activity: 29% - Freshness: 8% ## Examples of the Fandom Co-Branding trend 8 featured examples from Jun 29, 2014 to Dec 11, 2015. - [Chocolate Peanut Butters](https://www.trendhunter.com/trends/reeses-spread): The New Reese's Spread is Going to Change How We Eat Almost All Food (Category: Lifestyle) Implication: The introduction of chocolate peanut butter spreads is revolutionizing the food and beverage industry by providing a new flavor combination for consumers. - [Indulgent Coffee Sets](https://www.trendhunter.com/trends/coffee-and-chocolate): The Coffee and Chocolate in This Boxed Set Share Origins from Guatemala (Category: Lifestyle) Implication: Opportunity for coffee brands to collaborate with other complementary food or beverage brands. - [Gin Cocktail Desserts](https://www.trendhunter.com/trends/sipsmith): Sipsmith and Jude's Collaborate on a Gin and Tonic Ice Cream (Category: Lifestyle) Implication: Opportunity for food and beverage companies to explore new collaborations and create innovative alcohol-infused dessert offerings. - [Hybrid Chocolate Bars](https://www.trendhunter.com/trends/oreo-chocolate): This Mondelez Treat Combines Marabou and Oreo Chocolate (Category: Lifestyle) Implication: The food and beverage industry can explore opportunities to collaborate on unique product combinations that cater to consumer preferences. - [Chocolate Spread Ice Cream](https://www.trendhunter.com/trends/nutella-ice-cream): Carvel is Launching a Line of Nutella Ice Cream Treats (Category: Lifestyle) Implication: Combining different flavors and ingredients like Nutella can create innovative products in the ice cream industry. - [Hot Sauce Ketchups](https://www.trendhunter.com/trends/heinz-sriracha): Heinz Sriracha is the Latest Manifestation of the Cult Favorite (Category: Lifestyle) Implication: The food and beverage industry can leverage the hot sauce ketchup trend to create innovative condiment products that cater to evolving consumer preferences. - [Cookie Themed Milk](https://www.trendhunter.com/trends/girl-scout-flavors): NESQUIK is Offering Beverages Based on Samoa and Thin Mint Girl Scout Flavors (Category: Lifestyle) Implication: Collaborations between food and beverage companies, such as Nestle and Girl Scouts, allow for innovation in flavor and packaging, attracting consumers looking for fun and unique p… - [Refreshing Summer Slushies](https://www.trendhunter.com/trends/frozen-beverage): The Arnold Palmer Coolatta is a Frozen Beverage for the Ages (Category: Lifestyle) Implication: The food and beverage industry can capitalize on the growing demand for refreshing and unique frozen beverage options. ## Recent trend clusters - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)