# Boy Band Bagel Toppers PopUp Bagels Has a New Burning Up Schmear with Jonas Brothers By Katherine Pendrill | Published 2026-08-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/burning-up-schmear References: [qsrmagazine](https://www.qsrmagazine.com/news/popup-bagels-launches-burning-up-schmear-with-jonas-brothers/)  PopUp Bagels has teamed up with the Jonas Brothers to bring the heat this month in the form of a new Burning Up Schmear. Inspired by the Jonas Brothers' iconic 2008 single 'Burnin' Up,' the new Burning Up Schmear is a unique [Hot Pepper Parmesan Cream Cheese](https://www.trendhunter.com/trends/hot-honey-shmear) flavor. The new flavor specifically combines the nutty and cheesy taste of Parmesan with a little kick of heat. The collaboration came together based on a DM from singer Joe Jonas to PopUp Bagels' Instagram with just three words: "Burnin’ up collab?" As Joe Jonas himself explains, "Sending that ‘Burnin’ up collab?’ DM was the easy part, from there, it just clicked. Getting to launch it alongside our tour has been a blast, and I can’t wait for everyone to try it.” The new Burning Up Schmear is a limited-time offering that's only available from August 17 through August 26, 2026, at all [PopUp Bagels locations](https://www.trendhunter.com/trends/popup-bagels-x-cheezit-spreads) nationwide. Image Credit: PopUp Bagels ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 49% | Activity: 59% | Freshness: 92% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Celebrity-fueled Flavor Drops:** Limited-edition food collaborations tied to recognizable entertainers create cultural urgency while turning everyday menu items into collectible brand moments. - **Social-dm Product Development:** Casual social media exchanges are becoming a visible pathway for rapid co-branded product concepts that feel spontaneous, participatory, and highly shareable. - **Music-tour Menu Tie-ins:** Concert tours provide food brands with timely promotional windows where fan enthusiasm can translate into localized product discovery and seasonal traffic spikes. ### Sectors Adopting This - **Fast-casual Dining:** Fast-casual operators can benefit from entertainment-linked limited releases that differentiate simple formats through novelty, fandom, and social buzz. - **Music and Entertainment:** Artists and entertainment brands are extending audience engagement into consumer products that reinforce nostalgia, identity, and tour-related excitement. - **Specialty Foods:** Premium spreads, toppings, and condiments are gaining new relevance through bold flavor experimentation and pop-culture branding that elevates routine eating occasions. ## Related on Trend Hunter - [Mocktail-Style Cream Cheese Spreads](https://www.trendhunter.com/trends/shirley-schmear.md) - [Premium Strawberry Bagel Spreads](https://www.trendhunter.com/trends/oishii-berry-schmear.md) - [Cheesy Macaroni-Flavored Spreads](https://www.trendhunter.com/trends/kraft-mac-cream-cheese-schmear.md) - [Spicy Pickle Butters](https://www.trendhunter.com/trends/grillos-hot-pickle-butter.md) - [Chocolate-Banana Schmears](https://www.trendhunter.com/trends/chocolate-chip-banana-bread-schmear.md) - [Hot Sauce Schmears](https://www.trendhunter.com/trends/hot-sauce-schmear.md) - [Tangerine Juice-Based Spreads](https://www.trendhunter.com/trends/tangerine-dream-butter.md) - [Co-Branded Umami Butters](https://www.trendhunter.com/trends/caramelized-scallion-butter.md) - [Decadent Stout Schmears](https://www.trendhunter.com/trends/chocolate-stout-cake-schmear.md)