# Candy Water Collaborations Feastables are Dropping Their Peanut Butter Cup Sparkling Water Collab By Adam Harrie | Published 2026-05-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/peanut-butter-cup-sparkling References: [sporked](https://sporked.com/article/liquid-death-feastables-mr-beast-water-update/) Liquid Death and Feastables are releasing a ‘Peanut Butter Cup Sparkling Water’ that has already appeared on retailer websites ahead of its previously planned Halloween 2026 launch, suggesting an earlier rollout than originally expected. The [Liquid Death Feastables](https://www.trendhunter.com/trends/cereal-criminal) peanut butter cup collaboration comes in both 19.2oz tallboy cans and six-packs of 12oz cans, with the ingredient list referencing natural flavoring but no confirmed peanuts so far. Feastables’ [peanut butter cups](https://www.trendhunter.com/trends/mondelz-international-and-hershey) use ethically sourced cocoa from well-paid farmers and feature a smooth rounded edge instead of the traditional ridged Reese’s shape. As snack and beverage brands continue experimenting with unconventional flavors, Liquid Death and Feastables show how a [candy-inspired sparkling water collaboration](https://www.trendhunter.com/trends/candy-can-and-toxic-waste) can generate cultural buzz and consumer curiosity well before the official launch. Image Credit: Shutterstock/Matthew Nichols1 ## Trend Insights (Trend Hunter) - Score: 8.8/10 - Popularity: 92% | Activity: 94% | Freshness: 78% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Candy-inspired Beverage Flavors:** The blending of confectionery taste profiles with drinks is creating a new flavor category that can rewrite consumer expectations for functional and indulgent beverages. - **Brand-to-brand Food-bev Collaborations:** Cross-brand partnerships between snack and beverage makers are generating cultural buzz and audience crossover that reshape co-marketing and product development models. - **Novel Packaging Formats for Novel Flavors:** Unconventional can sizes and multipack configurations are being used to signal novelty and premium positioning for eccentric flavor launches, impacting production and distribution strategies. ### Sectors Adopting This - **Beverage:** Sparkling water and RTD beverage segments are being destabilized by confectionery-flavored entrants that attract snack consumers and drive impulse purchase dynamics. - **Confectionery:** Candy makers are extending flavor IP into beverages and other non-traditional formats, challenging legacy category boundaries and opening new licensing and revenue streams. - **Retail and E-commerce:** Pre-release listings and limited-edition drops are reshaping discovery and inventory velocity in retail channels, influencing promotional planning and supply chain responsiveness. ## Related on Trend Hunter - [Cereal Milk Sparkling Waters](https://www.trendhunter.com/trends/cereal-criminal.md) - [Freeze-Dried Halloween Candies](https://www.trendhunter.com/trends/skittles-popd-creepy-crunch.md) - [Black Metal-Inspired Lip Balms](https://www.trendhunter.com/trends/lip-embalms.md) - [Marshmallow-Infused Peanut Butter Cups](https://www.trendhunter.com/trends/reeses-marshmallow.md) - [Toaster Pastry-Flavored Iced Teas](https://www.trendhunter.com/trends/liquid-death-x-pop-tarts.md) - [Creamy Cocoa-Peanut Spreads](https://www.trendhunter.com/trends/new-nutella-peanut.md) - [Nostalgic Candy Beverages](https://www.trendhunter.com/trends/bubblicious.md) - [Pastry-Flavored Iced Teas](https://www.trendhunter.com/trends/poptarts-carnage.md) - [Candy Bar-Inspired Cupcakes](https://www.trendhunter.com/trends/candy-bar-inspired-cupcake.md)