Candy-infused milkshakes are bringing recognizable confectionery flavors into the quick-service restaurant space through playful brand collaborations. Zaxbys is expanding its NERDS Strawberry Milkshake nationwide for a limited time after initially testing the dessert in select markets in 2025. The hand-spun strawberry milkshake blends in Original NERDS candies and is topped with whipped cream, NERDS Gummy Clusters, Rainbow NERDS candy, and a Maraschino cherry, combining creamy, crunchy, sweet, and tart elements.
From a business perspective, the nationwide release shows how restaurant chains can use successful regional tests to reduce risk before scaling specialty menu items. Partnering with an established candy brand also gives Zaxbys access to existing consumer recognition while creating a visually distinctive, nostalgia-driven offering. Limited availability can further encourage trial and urgency, while branded collaborations give QSR companies opportunities to generate social engagement and differentiate seasonal dessert menus.
Image Credit: Zaxbys
What's Driving This Trend
- Candy Dessert Mashups
- Recognizable confectionery brands are transforming familiar frozen treats into multi-texture menu items that create novelty, nostalgia, and social visibility for restaurants.
- Limited-time Flavor Testing
- Regional launches followed by national rollouts provide QSR brands with a lower-risk pathway for scaling specialty products based on proven consumer demand.
- Nostalgia-driven Collaborations
- Partnerships with iconic snack and candy labels give foodservice operators built-in awareness while helping seasonal offerings stand out in crowded menus.
Who This Affects Most
- Quick-service Restaurants
- Fast-food chains are using branded dessert collaborations to differentiate limited-time menus and encourage impulse purchases among experience-seeking consumers.
- Confectionery
- Candy companies are extending brand relevance beyond packaged goods by entering restaurant formats where flavors can be reimagined through indulgent applications.
- Frozen Desserts
- Milkshakes and other chilled treats are becoming platforms for cross-category innovation through layered textures, bold toppings, and co-branded flavor systems.
